1

The Celebrity Source

Benjamin Restaurant Group

17-Month Initiative

Use of Celebrity Diners to Increase Press/Media Coverage

Case Study

2

Project Overview

Secure approved “media-worthy” celebrities to take advantage of complimentary dining at one of three

Benjamin Restaurant Group’s NYC restaurants, to garner publicity and media placements.

Program Objective

▪ Media-worthy celebrities based in NY

▪ Celebrities coming to NY to perform in a

concert or play

▪ Celebrities shooting a film or TV show in NY

▪ Upcoming NY talk-show appearances

▪ Those with “buzz-worthy” projects to promote in NY

Research Strategy by The Celebrity Source

3

Project Overview –Strategic Plan

▪ NY based entertainment companies, TV networks, Talk

Shows, “Saturday Night Live” cast members & other shows shot in NY

▪ Hi-Profile events including New York Fashion Week, New

York Comic-Con, VMA Awards, Tribeca Film Festival, GMA

Summer Concert Series, concerts, film premieres, etc.

▪ Event Venue Schedules: Madison Square Garden, Radio City

Music Hall, Beacon Theatre, Webster Hall, Highline Ballroom,

Irving Plaza, Playstation Theatre, 92nd Street Y, Gramercy

Theatre, etc.

Research Strategy by The Celebrity Source

Outreach Strategy▪ Use our relationships with celebrities themselves and their

personal assistants

▪ Offer complimentary dining incentives to publicists,

managers and agents whose approved celebrity clients

dined at a BRG restaurant

▪ Solicit celebrity recommendations from celeb reps

4

Celebrity Selection & Outreach Process

Track Social Media

Postings

Celebrity

Research

Daily

Research new and NY

returning Celebrities

(~100/week)

Research celebrity credits,

social following, and current

buzz-worthy projects

Proposed

Celebrity Patrons

Weekly

Submit new names to BRG

(~20-40/week)

BRG approves celebrities for

outreach

Compile all key contacts, draft

pitches

Celebrity

Outreach

All newly and past approved

celebrities are pursued 3-10

times ongoing over time

Outreach is to celebrities

directly, publicists, managers,

agents, personal assistants,

etc.

Celebrity

Bookings

Confirm and coordinate

celebrity bookings with BRG

Track Social Media Postings,

and after-dining feedback by

Celebrity

Celebrities Booked

Evan Engram

X Ambassadors

Angelica Page

Backstreet Boys

Blake Cooper Griffin

Blake Cooper Griffin

Brittany Snow

Bryan Cranston

Chris Colfer

Christine Evangelista

Anthony Ramos

Curtis Cook

Denise Richards

Elisabeth Rohm

Erika Henningson

Frankie Grande

Gilbert Gottfried

Hillsong United

Howie Mandel

Jeffrey Ross

Jessica Walter

Kristen Taekman

Lewis Black

Madchen Amick

Maksim Chmerkovskiy

Melissa Joan Hart

Noor Tagouri

Patricia Arquette

Peta Murgatroyd

Peter Facinelli

Regina King

Rita Rudner

Debby Ryan

Robby Anderson

Ronny Chieng

Sam Darnold

Tara Reid

Taylor Louderman

Teddi Mellencamp

Tori Kelly

Wilson Cruz

LuAnn de Lesseps

Keke Palmer

Dorinda Medley

5

PARTIAL/SAMPLE LIST

6

Campaign Press, Photos, &

Social Media Posts

PARTIAL/SAMPLE LIST

7

February 11, 2019

September 5, 2018

April 2, 2019

March 22, 2019

June 25, 2019

June 26, 2019

8

9

10

Results!

Number of *Estimated Consumers Reached

73,025,205(*ESTIMATED - BASED ON POSTING SOCIAL MEDIA FOLLOWERS

AND PRESS CIRCULATION NUMBERS)

11

Laurie Kessler – CEO

www.TheCelebritySource.com

Rita Tateel – President

info@TheCelebritySource.com

Los Angeles (323) 651-3300

New York (917) 626-8368