- Premium restaurant group Gusto Italian opens in Oxford
- Italian Job marketing activation delivered via three classic Mini Coopers in Oxford to launch restaurant in the city
- Strictly Come Dancing star Giovanni Pernice helped deliver pizzas across Oxford
- 14th venue to open in the group’s restaurant portfolio
PR agency Fortitude Communications and Gusto Italian delivered a high impact marketing campaign to drive awareness of a new restaurant opening.
It created ‘The Italian Job’ activation, in which three vintage Mini Coopers toured Oxford delivering 24 hour proved sourdough pizzas in the home of the Mini. The activation was inspired by the 1969 cult film classic the Italian Job and unified the Italian restaurant’s offering and the fact the current Mini is built at the BMW plant in Oxford.
Strictly Come Dancing star Giovanni Pernice joined the Oxford team on the eye-catching tour. The BAFTA wining Sicilian dancer helped Gusto Italian chefs deliver pizza and prosecco to local businesses, key workers and emergency services throughout the day.
The high-impact marketing activation took place ahead of the restaurant opening and formed a key part of an integrated communications strategy created and delivered by Fortitude Communications to develop brand awareness for Gusto Italian in the city. Activity included media relations, video production, photography, marketing and event support.
Undine Kudrovska, sales manager at Gusto Italian said: “The idea of the ‘Italian Job’ was an act of genius by Fortitude. It generated a huge buzz on social media and stand-out coverage in the press.
“The activation, plus wider marketing and PR helped ensure we arrived in Oxford with a bang. It was a brilliant way to market the restaurant and engage with the local market and we are still getting booking enquiries directly because of the activation.
“Furthermore, the other restaurants in the Gusto Italian portfolio are in the north of England so an effective PR campaign was important to educating people on our brand and developing awareness.”
Greig Box Turnbull, founder of Fortitude Communications said: “The opening of Gusto Italian has been an exciting development for Oxford’s visitor, leisure and hospitality economy. We’re proud of the impact the integrated launch campaign had and pleased it is continuing to deliver business for the restaurant.”
Gusto Italian is open on the High Street, Oxford, for lunch, dinner and drinks every day of the week as well as brunch on the weekends. The contemporary menu serves Gusto signature dishes as well as Italian classics to offer diners a fully immersive experience.
Oxford based Fortitude Communications was founded by Mr Box Turnbull, who is a former Oxford United managing director and Daily Mirror journalist. It has clients across a range of sectors including corporate, leisure, sport and hospitality.