| As a luxury real estate marketing professional, how | | | | slices of lobster. It is sold exclusively at Nino's Bellissima |
| can you achieve top of mind status in your | | | | restaurant in New York. The luxury pizza must be |
| marketplace, overnight? One word: Publicity! The right | | | | ordered 24 hours in advance. |
| publicity can help you stand out from the crowd. Here | | | | Nino's luxury pizza may seem extravagant, especially |
| is an example of how one Italian restaurant leveraged | | | | today, when high net worth consumers are shying |
| public relations to stands out. | | | | away from conspicuous consumption, at least in public. |
| Italian restaurants represent the largest population of | | | | But, it is the newsworthiness of the story that is at the |
| ethnic restaurants in the U.S. For example, several | | | | core of the real message here. We recently caught |
| years ago the famed Golden Triangle in Beverly Hills (a | | | | the story on the Food Channel which means that the |
| few short blocks surrounding Rodeo Drive) was home | | | | story has "legs" (longevity). It was covered on many |
| to 18 Italian restaurants. New York has the most | | | | TV news features. |
| number of Italian restaurants in the world outside of | | | | For those who travel to New York, having heard |
| Italy. | | | | about the $1000 pizza, but have not spent a lot of time |
| Two years ago, Nino Selimaj, who runs six restaurants | | | | there, it is very likely that Nino's restaurants may very |
| in New York, introduced the "Luxury Pizza," which sells | | | | well occupy top of their mind when selecting an Italian |
| for $1,000 for a pie, or $250 for a single slice. This | | | | restaurant. What can you do, as a luxury real estate |
| outrageous 12-inch pizza is lavished with crème | | | | marketing professional to generate this kind of buzz in |
| fraiche, six kinds of the finest caviar available and thin | | | | your marketplace by leveraging public relations? |