Tuesday, February 9, 2010


You’ve probably heard the old saying, “Advertising you pay for, public relations you pray for.” Well, the PR Gods must be smiling over Toronto restaurant Mildred’s Temple Kitchen, which is spicing things up for Valentine’s Day by encouraging people to skip dinner and head straight for dessert. Mildred’s is inviting customers to, ahem, have sex in its bathrooms. In an email sent to customers, the Liberty Village restaurant claims its large unisex bathrooms are among the "101 places to have sex before you die." It’s a rather cheeky way to get attention at a time when all kinds of restaurants are flirting for your Valentine’s Day business. The typical routine becomes a bit of a seductive blur after a while – the complimentary box of chocolates with dinner, the candlelight dinner complete with a rose for the lovely lady. Been there, done that, got the t-shirt. Okay, maybe not the t-shirt but definitely the complimentary rose. So it’s no surprise to see the buzz around Mildred’s saucy promotion. The story has gotten huge traction in mainstream media and has also become the subject of many foodie blogs and generated significant radio chatter. Courting customers is a bit like dating. You know you have something great to offer but you need a way to stand out. PR is a key ingredient in the recipe for success. A public relations campaign can help you break the ice and get their attention. A great experience will keep them coming back and if they like you, they’ll introduce you to their friends. Mildred’s certainly knows how to cook up some business. Touchdown.

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