WE TURNED LA’S HAPPY HOUR ON ITS HEAD BY CREATING “FIG AT FIVE” FOR FIG RESTAURANT...
CHALLENGE
How do you introduce another new restaurant in LA (tucked away in a hotel no less), and ensure it gets the awareness it deserves?
CREATIVE STRATEGY
In a notoriously fickle restaurant scene, Parasol designed a stand-out brand identity for FIG, tapping into the location’s heritage and sustainability - in particular, the landmarked Moreton Bay Fig tree that stands sentinel at the hotel’s entrance.
We then conceived FIG at FIVE, a non-conventional “happy hour” turning this hotel bar into a local hotspot, further communicating the restaurant’s unique cheese bar menu and seasonally driven culinary offerings. Today, FIG continues to rank as one of Santa Monica’s top culinary destinations, as does FIG at FIVE for happy hour.
RESULTS
Outreach to the regional food community quickly generated high-profile media coverage fueling national exposure as well. PR coverage in CBS LA Local, Eater, LA Confidential, Modern Luxury Angeleno, The Los Angeles Times, Time Out, among others, yielded upwards of 5 million media impressions.
Services Provided
Business Strategy
Media Relations +
News Bureau
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