Grand Opening PR

The Challenge: Wing Zone Debuts in Indianapolis with New Hot Wings

Wing Zone was preparing to open its very first location in Indiana, right in the heart of Indianapolis. The local Fishman PR team was challenged with generating strong buzz and earned media attention around the grand opening. With Wing Zone recently undergoing a rebrand focused on its bold “Hot Chicken & Wings” messaging, and at a time when Nashville Hot Chicken was trending nationwide, the team had a timely opportunity to introduce Wing Zone’s new identity to a fresh market and make a memorable first impression in Indiana.

The Solution: Frying Up a Hot & Spicy Local PR Campaign 

The Fishman PR team engaged in a local PR campaign consisting of a press release, media list, and 60-days of traditional and influencer outreach. State Wire distribution was leveraged for guaranteed initial pickup and to maximize SEO. Throughout the campaign, Fishman PR leaned into the recent rebrand and Wing Zone’s introduction of Hot Chicken and Wings to entice local media.

• Print Pitching: Highlighted the brand’s new flavors and expansion to Indiana.
• TV Pitching: Pitched a taste-test segment idea, sharing an in-studio or on-site segment idea around the new location and hot wings.
• Influencer Pitching: Offered high quality influencers a complimentary meal for them and a guest in exchange for a post or reel on their social media page, tagging the location’s specific Instagram account.

The Outcome: Coverage Served Hot

As a result of Fishman PR’s targeted media outreach, a total of five local media placements were secured, generating a combined UVM of over 10.6 million and an estimated ad value of $124,718. Both the franchisee and the corporate team were extremely pleased with the campaign’s results and the positive visibility it brought to the new location, within the local community and beyond. The media coverage helped drive awareness, generate buzz, and position the brand strongly in this new market. This campaign also helped kick off a refreshed relationship with the Capriotti’s-Wing Zone team, after not taking part in the Local PR program for several years – further validating the power of hyper-local PR.