Overview:
Jet’s Pizza, originating as Jetts Party Shoppe and Pizzeria in 1978 by siblings John and Eugene Jetts, is a pizza chain rooted in Metro-Detroit. Specializing in Detroit-style, deep-dish pizzas crafted from premium, fresh ingredients, it has garnered a loyal following among pizza enthusiasts. Expanding beyond its Michigan origins, Jet’s Pizza established its sole Nevada location in Henderson on November 18, 2022, and has since burgeoned to encompass over 400 stores across 20 states.
The Task:
In its role as the designated agency for Jet’s Pizza in Henderson, Jenerate PR was selected to develop extensive public awareness for the restaurant’s grand opening, as well as secure positive media coverage of the VIP reception and ribbon-cutting event. The goal was to convert RSVPs into highlighted stories and boost customer foot traffic.
Jenerate PR meticulously orchestrated a comprehensive campaign aimed at heightening public awareness and fostering media relations. Leveraging their extensive network within the local media landscape, they employed a strategic approach to attract new patrons while solidifying the loyalty of existing customers who have previously visited other locations across the country. Moreover, Jenerate PR meticulously developed a detailed media communication plan, ensuring continuous interest across various local and national platforms before, during, and after the opening event.
Objective:
Jenerate PR is focused on elevating the brand’s visibility in the local community and with industry publications, and driving foot traffic as its primary goal. This includes appealing to both local residents and visitors, while also actively involving media representatives to cover the restaurant expansion, providing avenues for subsequent post-event coverage.
In coordinating the inaugural launch of Jet’s Pizza’s sole Nevada establishment, Jenerate PR crafted an all-encompassing public relations strategy. This entailed providing PR support, handling media interactions, and generating buzz for the occasion. The strategic plan was built upon meticulous pre-event arrangements, flawless event execution, and impactful post-event touchpoints
Strategy:
Jenerate PR devised a dynamic public relations strategy, tailored for optimal media consumption, involving the creation and distribution of communication and press materials. The agency not only offered strategic guidance to the client but also adeptly managed all media opportunities both on- and off-site.
As part of the strategy, a PR Plan, Master RSVP List, and Comprehensive Media Distribution List were crafted and managed by the PR team. An evite was created and distributed to media personnel, local dignitaries, nonprofit partners, and influential social media personalities. Among the guests in attendance, Jenerate PR secured individuals from local Las Vegas media outlets, business and trade, and F&B publications.
Jenerate PR facilitated Ribbon Cutting logistics in collaboration with the Henderson Chamber of Commerce and engaged with local entities such as the Henderson Silver Knights, Boy Scouts of America, Girl Scouts of Southern Nevada, and others. Furthermore, a social media strategy was integrated into the Grand Opening, with invitations extended to key local food influencers. Jenerate PR meticulously managed the RSVP list and collaborated closely with Jet’s Pizza on additional event elements such as takeaway gifts and guest swag.
To effectively communicate the various facets of the event, Jenerate PR formulated and disseminated a press release containing pertinent information about the new establishment, the Grand Opening & Ribbon Cutting ceremony, menu selections, and contact details. Additionally, a media alert highlighting notable “photo ops” was circulated to encourage media attendance and coverage of the event. A comprehensive fact sheet was also compiled as part of the press kit. In addition, follow-up correspondence and media pitches were conducted for invitations, ‘Best Pizza Spots in Las Vegas’ listing, ‘New Restaurants in 2022’ roundups, and Grand Opening assets.
In preparation for interview opportunities, Jenerate PR developed talking points with key spokespersons to support on-camera and interview opportunities.
Results:
In conclusion of the grand opening of Jet’s Pizza in Henderson, Jenerate PR’s efforts resulted in:
11 Million Media Impressions
Notable media outlets include:
KLAS-CBS, Thrillist, Vegas Eater, Newsbreak, Flipboard, Inside Las Vegas, Las Vegas Weekly, Las Vegas Review-Journal, DBusiness; Influencers: @lasvegaschicas, @shalyssaeatz, @vegasbythebite
