Case Studies

Pizza Rock: Opening a Restaurant

Taking pizza to the next level, Pizza Rock was born from the creative minds of three best friends: George Karpaty, Tony Gemignani, and Trevor Hewitt. Combining George and Trevor's nightlife expertise (Ruby Skye, San Francisco) with Tony's pizza making expertise (11-time World Pizza Champion, Tony's Pizza Napoletana, San Francisco), Pizza Rock is pizza artisan meets nightlife energy. This is not your traditional pizzeria.

Pizza Rock: Opening a Restaurant

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Langdon Flynn was hired as the opening PR agency for Pizza Rock, located in Downtown Las Vegas. The restaurant wanted to appeal to locals and tourists alike and be linked to its flagship location in Sacramento, manned by award-winning Pizza Chef Tony Gemignani.

LFC set to introduce Pizza Rock’s story by first telling the story of Tony Gemignani to the Vegas press. It was our goal to create a great deal of pre-opening buzz and anticipation for the restaurant. We wanted as many members of the media in Vegas linking Pizza Rock to award-winning pizza as possible; and to utilize this publicity, and critical reviews, to ensure the restaurant was always listed among the tops of the “best of” city lists.

Upon opening, Pizza Rock was already being mentioned as a serious pizza player in town, and one of the best. Publicity snowballed once the restaurant was finally open to guests, as we coordinated a series of staggered media reviews to ensure a full saturation of coverage. Within three months of opening, Pizza Rock was routinely mentioned in the city’s “top pizza” lists and widely regarded as one of the best slices in town, and now plans to open several more locations in the Valley.

Life is Beautiful Festival: Major National Event Launch

Life is Beautiful is an inspirational social platform dedicated to helping people conquer their fears and chase their dreams. The world we live in is a beautiful place. But, more often than not, people don’t see it that way. Too many people are consumed by their fears. Whether they’re insecure about their weight, are bullied at school or are unhappy with their job, more and more people are stuck in a lonely place. That’s where we hope to help. Life is Beautiful is meant to guide people to the place where they can embrace life and find happiness, whatever that looks like to the individual.

Life is Beautiful Festival: Major National Event Launch

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Hired to concept and promote the festival from its infancy, LFC’s goal – in the exact words of our client – was to make this event “the most hyped event in Las Vegas’ history.” To call Life is Beautiful an ambitious feat – both in its concept and media expectations – is a complete understatement. With headliners Kings of Leon and The Killers in year one, the festival founders were determined to put their event on the global festival radar almost immediately, and had tasked Langdon Flynn Communications with most of that effort.

In order to introduce a new festival in year one, we needed people to understand the concept without having any tangible or experimental assets to share. We first offered the founder to meet with members of the media to formulate the idea, then divided and spread our message points as far through the calendar year as possible. First was the date, then the music headliners, then the chefs, followed by speakers and finally we sent around details of the festival itself, such as the map, parking and other event logistics. In between each message point, we offered creative media teasers to get people talking all year round.

1.2 billion media impressions later– including six cover stories -- with nearly 250 members of the press in attendance representing local, regional, national and international outlets, Langdon Flynn’s work with LIB in year one swung open the proverbial door for countless other agency opportunities. Our announcement of the festival’s second year had to be met with as much fanfare as the first, while also legitimizing the event from a national perspective. Langdon Flynn met this challenge head on with a lineup story break in Billboard and chef lineup break in Food Republic, followed by a series of strategically-placed media announcing all four festival pillars. The success of year one led to a higher quality of media placements in year two, with much more out-of-market saturation. 2014’s festival saw more than 1,000 stories written about it with more than $650 million in value and 1.3 billion impressions, an increase of approximately 30%.

VÉRONIC Voices: Opening a Show with a Newcomer

One Singer... Fifty Voices. VÉRONIC Voices will transport you and your imagination to another dimension of extraordinary entertainment as talented singer-impersonator/entertainer Véronic pays tribute to the most popular female recording artists in the world, singing their songs in their voices.

VÉRONIC Voices: Opening a Show with a Newcomer

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Launching a show in the entertainment capital of the world is not as easy as one may think. Launching a show in this town with a headliner who is unrecognizable to most Vegas audiences is even more challenging. For this project, LFC was tasked with utilizing singer-impressionist Véronic DiCaire’s success and fame in Canada, along with her well-known co-producers Celine Dion and Rene Angelil, to catapult her into Vegas entertainment stardom.

A star-studded opening night – complete with rare interviews from her A-list co-producers – launched our yearlong campaign, which aimed to have DiCaire at every major event and in front of as many Vegas influencers as possible. Initial positive buzz about the show helped our team book her for numerous important charity and philanthropic functions, positioning her as a Canadian star who cares about local issues. We also engaged in a grassroots campaign with other entertainers, offering them all tickets to our show and going to see theirs in return, to connect her intimately to the strong network of Las Vegas entertainers.

Our efforts paid off in droves and soon VÉRONIC Voices was the most talked-about show in town. The Las Vegas Review-Journal awarded her “Best Singer” in 2014, and Vegas SEVEN honored her “Best Impressionist” in their 2014 Best of the City issue. Not only was her show covered by media locally, regionally and nationally, but she was the cover model for more than four magazines in her one-year tenure, including the nationwide Niche publication, VEGAS magazine. On top of that, DiCaire had solidified many crucial VIP relationships that have led her to new opportunities in Vegas and beyond.

Rick Moonen: Brand Building

Langdon Flynn was hired as the PR agency for Rick Moonen’s rm seafood following Rick’s runner-up finish on Bravo’s Top Chef Masters in 2010. Rick felt it was important to capitalize on the popularity of the show, and tasked LFC to keep the buzz about his restaurant and his individual brand moving forward.

Rick Moonen: Brand Building

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Langdon Flynn was hired as the PR agency for Rick Moonen’s rm seafood following Rick’s runner-up finish on Bravo’s Top Chef Masters in 2010. Rick felt it was important to capitalize on the popularity of the show, and tasked LFC to keep the buzz about his restaurant and his individual brand moving forward.

Because rm seafood wasn’t new (it opened in 2005), we focused on promoting Rick directly, utilizing his recent run on Top Chef Masters as the bait, and his 25-year commitment to sustainable seafood as the hook. We positioned Rick as the country’s foremost culinary voice for sustainable seafood, and as one of the best seafood chefs in the country, in order to promote him – which always led back to referencing his restaurant in Las Vegas.

Chef Rick Moonen has received a significant amount of press coverage since LFC came onboard to manage his PR; appearing in national print articles, TV shows, radio programs; as well as a slew of local and regional outlets. He’s been asked back as a judge on Top Chef numerous times, is selected as a guest chef presenter at numerous food festivals throughout the country and abroad and was recently a judge on Food Network’s “Beat Bobby Flay.” His restaurant, rm seafood, now in its 10th year continues to be named among the best restaurants in Las Vegas. His newest concept, Rx Boiler Room, opened to an array of consumer and critical acclaim, and has been singled out as one of Vegas’ best restaurants by Desert Companion, Vegas Seven, Vegas Rated, Best of Las Vegas, Los Angeles Times and Travel + Leisure.