Integrate Welcomes BriteIdea Marketing Group to the Family

Finn Hall

Houston food hall brings the city’s best cuisine under one roof

The Client

As Houston’s premier dining destination and go-to gathering spot, Finn Hall brings the Bayou City’s diverse, multicultural food scene under one roof and offers an eclectic mix of quality creations from local chefs in an inviting, communal atmosphere. Located in The Jones on Main in the JPMorgan Chase & Co. Building, Finn Hall features more than 20,000 square feet of elevated culinary experiences, including 10 chef-driven food outlets, a craft beer and curated wine bar, an Art Deco cocktail lounge and unique private spaces.

The Obstacle

Leading up to its grand opening event and official opening to the public in December 2018, Finn Hall tasked Integrate with increasing overall awareness through a combination of PR and marketing strategies. Specifically, we wanted to:

  • Establish Finn Hall as a gathering place that asserts Houston as the most diverse city in the U.S. and a multicultural dining destination
  • Position Finn Hall as a must-visit destination for locals and visitors wanting to sample the best of Houston’s global cuisine under one roof
  • Position operators as experts in how their concepts align with Finn Hall’s vision
  • Drive 15% of total web traffic to the Finn Hall website leading up to the opening

The Approach

To ensure Finn Hall and its operators (10 food concepts and two bars) stayed top of mind leading up to the grand opening, Integrate developed a three-pronged approach – consisting of traditional media relations, social media, and influencer marketing – that would keep the public engaged over several months. We implemented our strategy through:

  • Media Relations – Divided the operator announcements into five press releases, strategically spacing them out to ensure we maintained momentum and had a consistent pulse of coverage (especially when several other food halls in Houston were being announced during the same time)
  • Influencer Marketing – Organized and managed influencer invitations for the grand opening VIP party
  • Social Media – Expanded Finn Hall’s social presence through organic and paid posts, as well as key media and influencers

The Results

The combination of these strategies and tactics yielded substantial results, both in quality and quantity:

  • 75 media opportunities in local, regional and national outlets
    • Secured coverage included top-tier outlets such as CNN the New York Times
  • More than 88 million media impressions in Q4
  • Nearly 25% of all site traffic in November 2018 was generated solely by PR coverage