{"id":119538,"date":"2018-12-12T10:00:35","date_gmt":"2018-12-12T09:00:35","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=119538"},"modified":"2018-12-12T16:31:14","modified_gmt":"2018-12-12T15:31:14","slug":"case-study-relevance-international-and-the-worlds-50-best-restaurants","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/case-study-relevance-international-and-the-worlds-50-best-restaurants\/","title":{"rendered":"Case study: Relevance International and The World\u2019s 50 Best Restaurants"},"content":{"rendered":"<p><strong>Relevance International is celebrating the recent success of The World\u2019s 50 Best Restaurants after increasing its media coverage, social engagement and global footprint. \u00a0<\/strong><\/p>\n<p><a href=\"https:\/\/www.theworlds50best.com\/\" target=\"_blank\" rel=\"noopener\">The World\u2019s 50 Best Restaurants<\/a>, the worldwide ranking scheme for high-quality dining, wanted to expand the amount of positive coverage \u2013 and the spread of coverage across the world \u2013 for its 16th\u00a0annual awards ceremony, held in Bilbao, Spain in June 2018.<\/p>\n<p><a href=\"https:\/\/relevanceinternational.com\/\" target=\"_blank\" rel=\"noopener\">Relevance International<\/a> was instructed to handle PR for the 2018 awards, and the agency created media interest in the lead up to the big event through a number of strategic initiatives.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/o2-XhR-Q9tA\" width=\"760\" height=\"427\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p><strong><span style=\"font-size: 20px;\">Building excitement<\/span><br \/>\n<\/strong>Every fortnight from April onwards, individual winners of special awards were announced, which created a pipeline of content in the lead up to the awards ceremony. Categories included BBVA Scholarship, Diners Club Lifetime Achievement Award, Miele One to Watch, and elit Vodka Best Female Chef.<\/p>\n<p>The Best Female Chef was launched with a targeted international media lunch held at winner Clare Smyth\u2019s Core restaurant in central London. This location was kept secret to build anticipation and journalists from key markets, both relevant to Clare\u2019s background as well as from target countries, were invited.<\/p>\n<p>The campaign achieved\u00a01,972\u00a0pieces of coverage, predominately within two weeks, fuelled by a debate over the merits of such an award.<\/p>\n<p>Further interest in The World\u2019s 50 Best Restaurants was generated one week before the main event with the announcement of the 51-100 list, leading to speculation \u2013 in traditional media and on social platforms \u2013 about who would make the top 50.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-119562\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet.jpg\" alt=\"World's 50 best social carpet\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-social-carpet-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Other activities organised around the awards included <a href=\"https:\/\/twitter.com\/search?q=%2350BestTalks&amp;src=typd\" target=\"_blank\" rel=\"noopener\">#50BestTalks<\/a>, featuring top chefs discussing industry issues and trends; a \u2018meet the chefs\u2019 speed dating-style media event; an official press conference; a food-meets-art event; and several press moments with previously announced individual chef winners for one-to-one meetings.<\/p>\n<p>On recommendation of the agency, the launch of a Female Advisory Board saw seven of the world\u2019s best female chefs come together for an open discussion around industry issues and brand initiatives.<\/p>\n<p><span style=\"font-size: 20px;\"><strong>Global coverage<br \/>\n<\/strong><\/span>New for 2018 were the 21 broadcast stations \u2013 international, national and local \u2013 secured to attend and cover the main event. Mirroring the approach of The Oscars, and to open the event up to general consumers, people were able to follow the main ceremony on TV and via a Reuters live stream. Other stations that covered the event included RAI 1, France 2, BBC World and Channel 5 Asia.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-119560\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming.jpg\" alt=\"World's 50 best filming\" width=\"760\" height=\"430\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming.jpg 760w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming-300x170.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming-705x399.jpg 705w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming-450x255.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/12\/Worlds-50-best-filming-500x283.jpg 500w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p>Relevance International planned the media management of the 2018 event programme, overseeing more than\u00a0300<strong>\u00a0<\/strong>media attendees during the\u00a0awards week, with 59,601 pieces of coverage over five months \u2013 a 24% increase on 2017 (47,879). Coverage was in\u00a051 languages, a 6.25% on 2017, and\u00a0127\u00a0countries, a 9.5% increase on 2017.<\/p>\n<p>In four key markets alone, there were 125 pieces of broadcast coverage over one week (radio: 84, TV: 41). The number of social media posts featuring The World\u2019s 50 Best grew from 33,797 in the five months in 2017 to 53,717 across the same period in 2018. It was aided by a surge in social media activity during the live stream, as well as the attendance of influencer-ambassadors at the ceremony.<\/p>\n<p>Overall, 99% of coverage was positive, despite the controversy over the Best Female Chef category.<\/p>\n<p><strong><span style=\"font-size: 20px;\">Retained global agency<\/span><br \/>\n<\/strong>Following the campaign, Relevance International became the brand\u2019s first retained global agency of record.<\/p>\n<p>H\u00e9l\u00e8ne Pietrini, director of The World\u2019s 50 Best Restaurants, said, \u2018During Relevance\u2019s time working with us in our initial engagement, the firm\u00a0achieved greater media exposure than ever\u00a0received in\u00a0the brand\u2019s 16-year history.\u2019<\/p>\n<p>Suzanne Rosnowski, CEO and founder of Relevance International, said: \u2018Our work with The World\u2019s 50 Best Restaurants showcases our strength as an agency with a boutique offering and global sensibilities.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Relevance International is celebrating the recent success of The World\u2019s 50 Best Restaurants after increasing its media coverage, social engagement and global footprint. \u00a0<\/p>\n","protected":false},"author":423,"featured_media":119559,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,1109],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119538"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=119538"}],"version-history":[{"count":4,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119538\/revisions"}],"predecessor-version":[{"id":119576,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/119538\/revisions\/119576"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/119559"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=119538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=119538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=119538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}