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Media Relations + Influencer Relations + Event Support

Stella San Jac: Launching an instant Austin classic

We’re going to stop you right here to ask a very simple question: Have you tried Michael Cerrie’s No. 16 Biscuits? If not, stop what you’re doing—after bookmarking this page—and get yourself down to Stella San Jac on Fifth and San Jacinto in Austin, Texas.

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In the summer of 2015, the Westin Austin Downtown unveiled its official hotel restaurant: Stella San Jac, an Austin-American-inspired restaurant serving an eclectic Southern menu embodying the music, flavors and culture that define Austin.

Since its launch, Stella has enjoyed at least a four-star rating across Trip Advisor, Google and Yelp, and remains a must-try restaurant in Austin’s downtown scene. Even before the menu was conceptualized, Red Fan was on board with the Stella and Westin teams to devise a strategic launch plan that would bring visibility to both brands while making a massive splash in the Austin foodie scene.

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Red Fan launched the restaurant in three key phases: groundbreaking, chef appointment and grand opening. With news stretching across the three phases and encompassing more than four months, the buzz formed by Red Fan’s media placements had Austinites waiting anxiously at the restaurant’s doors.

Using traditional tactics such as influencer visits, launch events and partnerships with local bloggers, Red Fan diversified the restaurant’s coverage to reach a variety of audiences including local foodies, tourists, business travelers and more.

Red Fan blanketed the Austin press with coverage in every major publication including the Austin American-Statesman, Austin Food Magazine, Eater Austin, Edible Austin, the Austin Business Journal and the Austin Chronicle, while simultaneously engaging with Austin’s top food bloggers such as A Taste of Koko—who has amassed more than 40,000 Instagram followers—Austin Tidbits and more. Regional and national coverage included the Houston Chronicle, the Dallas Morning News, My SA, USAToday, Examiner, Travel Weekly and more.

Red Fan’s PR efforts resulted in millions of media impressions, and during the month of Stella’s launch, the restaurant enjoyed more than 80 percent share of voice over a selection of its key competitors, Fixe and Olamaie.

“I had the pleasure of collaborating with Red Fan Communications for one of our monthly happy hours with the Austin Food Bloggers Alliance, and they were fantastic to work with. The event went smoothly and communication was always timely. Everyone who attended was pleased with all aspects of the happy hour!”

–Linda Nguyen, Girl Eats World and Curious Notions

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