Restaurant dining area with warm pendant lights, wooden walls, and tables set for guests.

GRAY COLLECTION – BENJAMIN OPENING

Date 2026
Industry Hospitality Travel
Earned Media

To spotlight the opening of Gray Collection’s newest restaurant, Faulhaber developed and executed a media-led campaign in late 2025. The strategy aimed to generate early awareness ahead of launch, and drive sustained interest through earned media, influencer engagement, and experiential touchpoints.

APPROACH 

  • Media Relations: Faulhaber led proactive outreach by distributing a press release in November 2025 ahead of the official opening, ensuring key media were informed in advance. This was supported by targeted pitching to local lifestyle and food & beverage outlets to secure meaningful coverage.
  • Media Dinners: To further drive awareness post-opening, Faulhaber hosted select media for curated dining experiences at the restaurant, providing firsthand exposure and encouraging editorial coverage.
  • KOL Opening Event: In January 2026, Faulhaber will host an exclusive opening event, fully privatizing the restaurant for top-tier local media and creators. This intimate evening will celebrate the launch while generating high-impact social and digital content.
  • 6 Media hosted for private dinners (ELLE Québec, Le Devoir, Noovo Moi, Véro Magazine)
  • 10 Pieces of media coverage to date (Resto Montréal, ELLE Québec, Noovo Moi, The Main)
  • 60 RSVP from top tier media and influencers for the January event
Elegant restaurant interior with long tables set for dining, warm pendant lights, and a wooden floor viewed from an upper balcony.Crowded modern restaurant with long tables, diners eating, and hanging dome lamps visible through large windowed dividers in black-and-white.
Two models pose indoors beside a table of chocolates and flowers, one tall in black shirt and the other in a sequined outfit with a headscarf.Chef in white shirt and black apron working briskly in a busy kitchen, arms raised as he handles utensils.
Two women sit across from each other at a dimly lit restaurant table, engaged in conversation with cocktails and wine glasses in front of them.Top-down view of people dining at a long bar with plates of food, drinks, and a bartender preparing orders on the counter.