As Charles Penzone prepared to launch his latest concept – the Royal Rhino Club Barbershop & Lounge – Geben crafted a PR and social media launch strategy to generate excitement and intrigue around the new concept weeks before opening in Italian Village.

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“It’s been great working with you! Your team did an amazing job securing media coverage and really getting the word out there about the shop. We definitely wouldn’t be where we are today without your support.”

- Jena Huffman, Director of Marketing, Charles Penzone Salons

Concept

Our approach focused on three pillars designed to raise awareness and drive foot traffic to the new shop:

  • Establish and foster relationships with the local neighborhood

  • Infuse the Royal Rhino Club experience into all PR efforts

  • Build immediate brand loyalty by creating exceptional experiences

Execution

By gaining early support from local artisanal craftsmen and aligning with several leading brands within Columbus, Royal Rhino Club launched with much fanfare. Days before the grand opening, modern-day barbershop quartet acapella groups erupted into catchy harmonies, popping up in some of Columbus' hottest weekend hangouts. After each impromptu performance, the acapella groups handed out discount codes for Royal Rhino Club, generating an influx of first-time guests.

Results

Media hits overwhelmingly touched on the key messages developed to intrigue Royal Rhino Club's target demographic.

   “The destination for the quintessential man…”

   “…an atmosphere that makes grooming an experience, not a chore…”

   “…the epicenter of culture, knowledge and sharpness in Columbus…”

   “The rhino is a symbol of our guests…”