Lay-Am
Lay-Am
Services Provided
- UK Launch PR & Listings
- Lifestyle, Travel & F&B Media Outreach
- Influencer/Social Amplification
- Press Office & Asset Distribution
- Opening Week Invites & Reviews Coordination
01.
The Brief
La Yam is a new rooftop bar perched above Holborn station, launched to capture London’s summer crowd with panoramic skyline views, open-fire Asado Sundays, and a Latin-leaning drinks list. The brief was to establish La Yam as central London’s must-visit rooftop for the season—securing fast, high-intent coverage in city guides, lifestyle pages and F&B trades, while driving opening-month footfall. We needed to land authoritative “what’s on” inclusions (Time Out/Secret London/LondonWorld), secure at least one national consumer piece, and activate discovery via social creators. Syndication into mass-reach portals (e.g., MSN) was targeted to extend awareness beyond London and support bookings from visitors.
02.
The Solution
We executed a punchy, two-week launch sprint. First, we seeded exclusive first-look angles and high-quality visuals to secure immediate guide placements with Time Out and Secret London, then broadened out to LondonWorld and City A.M. for commuter and business audiences. In parallel, we pitched the concept and views to national lifestyle desks, landing Daily Star review coverage and triggering MSN syndication of City A.M.’s story to maximise national reach. To deepen F&B credibility, we briefed trade titles Bar Magazine and The Spirits Business with menu and drinks program details. Finally, we amplified discovery via Instagram creators (carousel and reel content), aligning posts to weather windows and weekend search intent to convert editorial attention into visits and table enquiries.
03.
Results:
