Tillie’s Brand Launch
PUBLIC RELATIONS
Tillie's Brand Launch
Responsible for overseeing the brand creation, media and influencer relations, PR and reputation management during the creation and opening of fine dining restaurant on boutique resort property in Dripping Springs, Texas.
Joined Whim Hospitality in the spring of 2018, just as the organization was beginning to create the concept that would be the dining experience for Tillie’s, a new fine dining restaurant on the property of the Camp Lucy resort in Dripping Springs, also managed by Whim Hospitality.
As Director of Brand & PR I ran point between an outside branding agency and Whim Executive Leadership team to ensure both sides were heard, supported, and the brand created was an accurate reflection of stakeholders’ intentions. Responsibilities included creation of brand style and copy guides, digital and print marketing strategies, menu design, public relations, and more.
At the end of 2019, Tillie’s was selected as one of the Top 50 Restaurants in Austin by the Austin American-Statesman.
Public Relations
To promote the grand opening, I was tasked with creating a detailed press kit explaining everything from the menu and concept to the history of the building and resort property. The below kit was sent to various media contacts in the Central Texas area.
I was also responsible for organizing and hosting a pre-opening VIP dinner with local food critics, bloggers, and social media influencers to create a buzz about Tillie’s within the Central Texas foodie community.
Restaurant was able to capture earned media in a few noteworthy publications:
Online Review Sites
Responsible for monitoring and responded to all 3rd-party review sites online (Yelp, Google and Facebook). This included running a PPC campaign on Yelp for the first year. I monitored our lead generation and conversions, which helped maintain a 4.5-star rating on Yelp (as of Feb. 6, 2020).
