Opening the “world’s largest White Castle” was fun, exhilarating, tiring, challenging, and above all, rewarding. Though we were on our feet for days upon days setting up for the festivities, and then welcoming thousands to the party, the end result was an event that flowed well (even with the multi-hour lines of customers) and got a ton of media coverage (15 million impressions and counting).
The next few days were a PR case study in real time….crafting messages for media when it was decided we needed to close the doors for a few hours early in the mornings to clean and restock because the demand was so constant….spending time walking the lines of customers to answer questions and capture their nostalgic White Castle memories and reasons for waiting in line for hours…watching multiple traffic helicopters fly overhead at the same time and fielding call after call, and email after email, from the media who wanted to be part of what arguably had become the biggest restaurant opening story of the year.
Being part of this iconic brand team reinforced our skills and strengthened media relationships. It reminded us of just how fulfilling it is to truly partner with a client. It taught us just how much can be accomplished when there’s a common goal of satisfying customers and creating memorable moments.