One of the biggest challenges a business may face is when its brand changes or expands. In this case, it’s crucial to maintain a singular image in the public eye, so as not to lose or confuse customers when something like an addition occurs.
After having worked with Harold’s Restaurant, Bar & Terrace on general consumer outreach through public relations and social media efforts for a little over a month, Integrate was called in to help when the restaurant decided to transform the closed Heights General Store space and develop a bar and tasting room, appropriately called Harold’s Tap Room, in its place. Located right below Harold’s Restaurant, the goal was to not only establish a new concept, but also seamlessly integrate it into the Harold’s portfolio and create strong brand recognition amongst the two locations.
The Integrate team developed a multi-channel approach to announce the new bar, utilizing both print and digital media. Online outlet CultureMap broke the news of the planned construction, while the Houston Chronicle printed an exclusive story on the bar and drink menus. Coverage received wasn’t only about the food though; Eater and Swamplot covered the design and architecture of the Tap Room with construction updates, which detailed the work that had gone into infusing the location with ideas from local artisans, ranging from the seating and tables to the desire to capture the original spirit of Harold Wiesenthal, the location’s first owner. Members of Houston media were invited to one-on-one meals and interviews, which have continued into June and remain key in creating a brand name around the new Harold’s addition.
The team also relied heavily on social media, developing a mix of creative content to create a substantial buzz around the grand opening. During the construction process, our team continually posted photos and updates on progress to Harold’s social media channels to engage followers while the Tap Room was still in the development phase. We created an event listing for the grand opening event, posted a countdown to opening day and hosted a giveaway for a $50 bar tab to encourage past and future customers to visit the newly opened space. Integrate also developed and executed partnerships with local influencers to give away three $50-Tabs on their channels, which helped further Harold’s continued outreach and develop consumer interest around the opening with new audiences.
In order to reach a broader and more diverse scope of influencers in the Houston area, a blogger dinner was hosted on June 9 to give local lifestyle and food writers a taste of the menu via a three-course tasting meal. Overall, Integrate had 15 bloggers attend the dinner, and secured an additional eight blogger visits from the time of the announcement to June 20.
Integrate’s team of creative geniuses also came up with some incredible graphic design initiatives, developing a Snapchat filter that was live in the Heights-area for the entire opening weekend. The Harold’s website also needed an update to include the Tap Room’s general information and menus, which went live on opening day.
Overall, Harold’s Tap Room has seen an incredible amount of buzz surrounding its opening, with write-ups in Houston Business Journal, Houston Press, Eater Houston, Culturemap, Houstonia Magazine, Swamplot and PaperCity Magazine. Impressions totaled more than 32,692,242 over the course of just one month, and the team at Integrate is so excited to see the continued success and growth of Harold’s Tap Room!
© 2016 Integrate Agency