Restaurant Week
Since 2006 the online restaurant guide DiningCity.com organises the restaurant week twice a year. During this week people can dine out for a reduced price at top restaurants throughout The Netherlands. Afterwards the public is asked to vote and awards are handed out (one national and eleven regional awards). The eighth edition of this restaurant week took place from 23rd till 29th of August 2010.

De Wolven’s challenge: Oversee and generate free publicity around the restaurant week. Focusing not only on the week itself, but also on the preceding three-week booking period.

Approach: Key journalists were invited for a dinner at the restaurant that won the previous national award (AntiChic, Rotterdam). Then, both long as well as short leads received a press release about the start of the reservation period. Reminders were sent out and afterwards the press received a release with the national and regional winners. Regional media received a press release dedicated to the local situation.

Result: De Wolven received an impressive number of articles in regional and national media outlets, both before as well as after the week: RTL Boulevard, Elle, de Telegraaf, Metro, Viva, Libelle, NRC Next, Sp!ts, FunX, De Heer ontwaakt!