case study: gordon ramsay steak

Celebrity Chef & TV Personality Gordon Ramsay has an impressive, long standing relationship with Caesars Entertainment. In Vegas alone, he has five different restaurants at Caesars properties. In 2019, I was fortunate to have the opportunity to work with the Gordon Ramsay Restaurant (GRR) group to help relaunch the Gordon Ramsay Steak flagship brand at Paris Las Vegas.

To create buzz leading up to the grand opening event, I created a three-week campaign called “Raising The Steaks” utilizing various tactics that included a 20 Questions AMA with the chef, a video series, and event coverage that generated 689K impressions, 15.8K engagements, and 98K video views in the first couple weeks of execution.

The Ask Me Anything session was pre-promoted on Paris Las Vegas channels as well as the Gordon Ramsay’s Instagram. Through the questions feature, we had a quick fire Q&A session that received over 400 questions submitted in a matter of less than 15 minutes.

For sustaining content, I worked with the GRR team to create a three part video series that highlighted key staff and contributors to the newly renovated Gordon Ramsay Steak. General Manager Greisy Pacton, Executive Chef Sterling Buckley, and Caesars Entertainment Designer Meredith Ford were amongst the individuals interviewed to create a humanized aspect to the brand. The series lived on IGTV as well as Paris Las Vegas’ Facebook.

The final piece to promote the reopening of the Gordon Ramsay Steak was a collaboration with Gordon Ramsay’s team to create a video that lived on his YouTube channel featuring Gordon’s Top 10 Tips for Cooking the Perfect Steak. The segment was shot inside Gordon Ramsay Steak inside Paris Las Vegas.

This was a collaboration with the very talented creative director and photographer, Miss Gaby Duong.