THE WORKS
Colomba Giusti with Balsamic Vinegar , presented by Chef Michele Casadei Massari #photocredit Andrew Scrivani for NYT - T List
DOES PR WORK?
IS THE PUBLICIST A KEY ROLE?
HOW ALL WORKS WHEN REALLY WORKS?
A LESSON LEARNED DAYS AGO FROM THE TALENTED AND HARD-WORKING GIULIA PEROVICH, FOUNDER AND OWNER OF THE FIRM BOUTIQUE PR AGENCY ARNALD NYC BASED IN NYC; ENJOY HER WORDS; SO MUCH TO LEARN HERE TODAY:
There’s an English expression that I love but is hard to translate into Italian: “The Works.”
When you order a “hamburger with the works,” you will likely get one topped with ketchup, mayo, lettuce, tomato, onions, or any other available favorites. But a term also used outside of diners means giving a task your full attention, really doing your best, and optimizing in every way that comes to mind.
To me, this feature in The New York Times Style Magazine fully represents this. Everything started with a request from the lovely editor, JM, to get some sort of exclusivity in the prestigious editorial space as the Giusti Colomba has already received a lot of attention in the press (like a recent feature with its “cousin” NYTIMES). This is the part where my amazing clients and friends in the industry, who I’m lucky to work with, come into action.
Involving the creative Chef Michele Casadei Maaei for his unique imagination was a no-brainer. It was also evident that the shot should have been captured by Andrew Scrivani, a regular contributor for the NYTimes and a talented photographer who I knew would nail the dramatic shot we needed within a few hours, given the deadline was that tight.
Meanwhile, we worked hand-in-hand with Giusti’s marketing & sales team and with Claudio Stefani Giusti to make sure the good PR hit would have been supported by a paid rebound campaign and built-in offer on the website.
The real deal is when all the dots connect. The result? Two clients featured in one of the most renowned magazines worldwide, the increase in Giusti’s e-commerce of +200% of traffic, and getting more people to Chef’s restaurant wanting to try the Giusti Colomba, which was bound to be triumphantly added to the menu.
And this is just the beginning. From here, we can build upon this experience and have even more fun in the future. With “the works.”
