Cinch PR & Branding Group






THE SITUATION
Kimpton Hotels & Restaurants hired Cinch PR to launch Dirty Habit, Hotel Palomar’s new restaurant and bar in spring 2014.


PR OBJECTIVES
Cinch was tasked with building anticipation around Dirty Habit’s May opening and highlighting the restaurant’s transformation from fine dining establishment (formerly the Fifth Floor) to an edgy destination restaurant.


STRATEGY
Cinch developed a six-month, integrated communications campaign focused on generating excitement for Dirty Habit’s innovative food and beverage program, edgy design – including a custom-designed uniform collection by “Project Runway” finalist Melissa Fleis – and unique outdoor patio space primed for a sociable dining experience. The plan featured a multi-faceted media relations strategy with targeted outreach to specific Food and Beverage, Tech, Business and Style editors at local, regional, and national outlets. In addition to media outreach, the campaign also included interactive events and local influencer outreach. To attract a key target audience – tech companies in San Francisco’s buzzing SOMA neighborhood (and Dirty Habit’s neighbors) – Cinch conceptualized and hosted a “tech preview party” influencer event series giving area tech firms a sneak peek at the new concept’s dining spaces, overall vibe, and food and beverage offerings prior to the restaurant’s opening.


RESULTS
Cinch secured more than 85 media placements in top-tier national, regional and local outlets with a total of 65 million unique readers. Publication highlights include San Francisco Chronicle, Food & Wine, Bon Appetit, Departures, Condé Nast Traveler, USA Today, People, Thrillist, UrbanDaddy, San Francisco Magazine, and 7x7. The strong buzz generated for Dirty Habit prior to its launch led to lines out the door on opening night.

As a result of Cinch’s initiatives and hard-hitting media outreach, Dirty Habit continued to generate advance reservations nightly and consistently booked its private event space by prominent San Francisco area tech companies post-opening.