Urbain 40 American Brasserie & Lounge opened its doors to the public this past November. The unique eatery in the Dellagio Shopping Center serves up lunch, dinner and late night meals in its 1940s-themed main dining room, library and lounge. In the months leading up to the grand opening, Appleton Creative partnered with Urbain 40 to create a responsive website, a social media campaign and digital and traditional public relations for a full-service event marketing campaign.
The new website was designed to embody the 1940s feel of the brand while giving users a modern and easily accessible site. Visually, the site is reminiscent of the big band era that plasters the restaurant’s walls and the elegance and sophistication of the big city. Functionally, the site includes eye-catching calls-to-action for potential restaurant-goers to make reservations, view menus and navigate to its location. It also features stunning, high-res photography and custom animation. In addition, our SEO (search engine optimization) team has worked their magic on the website, ensuring it will index well among popular search engines and rise to the top of organic search rankings.
To continually raise awareness, define the brand’s voice and increase the Restaurant Row newcomer’s credibility, Appleton launched Urbain 40’s social media profiles and a multi-platform social campaign. Consisting of posting on top social networks such as Twitter, Facebook and Instagram, Appleton generated engaging graphics and content that hyped everyone up for the big opening, as well as garnered a substantial following.
The public relations for Urbain consisted of both digital and traditional PR efforts. A press release for the opening and heavy follow-up were done to increase conversation and draw the attention of various local “foodies” and influencers. Other digital efforts included eblasts and media previews/VIP events.
Less than one month after the site went live, Urbain 40’s website visitor traffic was well over 2,000 unique visitors with 74% of web traffic coming from organic leads, a result of Appleton’s back-end SEO work. The website has an almost unheard-of bounce rate close to 30%, and has a combined social engagement reach of over 340,000 due to the diligent public relations efforts of our Appletonians.
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