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Afterglo
Afterglo
Problem: afterglo opened in 2005 in the South Beach (Miami, FL) market, introducing the innovative yet complex culinary concept of beauty cuisine that centers on foods designed to improve a person’s health, vitality and beauty.
In Miami, a region saturated with a wide range of trendy culinary concepts, afterglo wanted to ensure that its brand was properly publicized. Educating the public and the media about this concept to give it credibility, without getting too technical, was a challenge.
Solution: afterglo hired Quantified Marketing Group to launch a public relations campaign that would educate the media about their inventive culinary style and what it represents. This required QMG to educate themselves on how afterglo sources its food, their inventive cooking techniques and scientific principals they modeled their culinary concept after.
Once QMG understood afterglo’s culinary concept, a press party was organized for the media to experience their cuisine. They also created a video news release with interviews of the chef and the owner explaining afterglo’s culinary style and the positive effects it’s proven to have on the human body. To garner media coverage in a wide range of media outlets, several story angles were created to pitch to culinary magazines, as well as travel, fitness, nutrition and beauty magazines.
Result: The media relations strategy resulted in local, regional and national coverage for afterglo in a wide range of media outlets, including the Daily Buzz, Miami Herald, Food & Wine, Allure, Elite Traveler and Deco Drive.
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