Heron Agency represented two of 2016’s hottest rooftop destinations.
Chicagoans live for summer rooftops- which is why Heron’s media campaigns ensured AIRE and Raised, two of the city’s hottest new rooftop terraces, were on everyone’s radar. The main goal was to successfully position the rooftop bars as stand-alone dining destinations from the hotels at which they were located. Fusing creative strategy with strong media relationships on the Chicago dining scene, Heron was able to successfully secure both AIRE and Raised as THE rooftop venues of the summer, while also maintaining a wealth of press on the hotels and positioning each as separate entities.
While the Heron team consistently works closely with the hotel and travel press, it was crucial to leverage our existing relationships with A-list dining editors for the announcements of AIRE and Raised. Strategies involved carefully leaking details on the rooftop venues to top influencers, including everyone from national consumer publications to digital ‘foodies’ on the dining scene. The team organized exclusive media tours of the stunning new spaces, along with sneak peek preview pieces on each concept. Custom-made viewfinders featuring renderings of Raised were hand delivered to top dining editors not just locally, but across the nation as well, as special holiday gifts months ahead of the grand openings.
The launch events for both AIRE and Raised had the city buzzing with excitement. The most influential VIPs on the hospitality scene were in attendance as well as a wealth of post-event coverage across all platforms, including press coverage in dining, business, consumer and social publications.
Despite the surge of hotel rooftop openings in Chicago, Heron was able to ensure AIRE and Raised stood out from the pack. In separate RedEye articles comparing Raised and AIRE to nearby competitors, both venues beat out the competition in terms of menu, service and overall ambiance. Media impressions for Raised totaled 97,954,587, with national hits including USA Today and Fodors, while AIRE was named THE Happy Hour spot in the Loop and covered in national print and broadcast roundups of best rooftop bars. Social coverage on the rooftop terraces included hits in Michigan Avenue Magazine and CS Magazine.
For 15 years, Heron has been at the forefront of the industry, proud to have represented and produced results for some of the world’s most recognized brands, well-known celebrities, and national theaters, restaurants, and companies.
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