Overview
Marx Layne & Co. led the public relations campaign for the launch of Big Rock Italian Chophouse and The Rock Cigar Club, a $13 million dining and lifestyle destination in downtown Birmingham, Michigan.

Restaurant openings require a strategic communications approach that combines restaurant public relations, hospitality media outreach, and launch event promotion. Marx Layne & Co. has extensive experience supporting restaurant openings, hospitality destinations, and lifestyle brands, helping clients generate earned media coverage, build anticipation, and drive customer demand before opening

Serving as public relations agency of record for Cameron Mitchell Restaurants, the team executed a multi-year restaurant PR strategy beginning with the initial project announcement in 2023 and continuing through the highly anticipated 2025 opening.
The campaign required sustained media engagement, long-term narrative development, and coordination with multiple stakeholders.

Through strategic media outreach, milestone announcements, and experiential press opportunities, the campaign generated widespread coverage across business, hospitality, lifestyle, and national trade media, establishing the project as one of the most anticipated restaurant openings in metro Detroit.

Client Objectives
The PR campaign focused on several key objectives:

• Announce the redevelopment of a historic Birmingham restaurant property that had been closed for several years
• Build anticipation and sustained media interest across a multi-year development timeline
• Position Big Rock Italian Chophouse as a must-visit dining destination prior to opening
• Establish The Rock Cigar Club as an exclusive, invitation-driven luxury club experience
• Secure media coverage across business, food, hospitality, broadcast, and national trade outlets
• Support executive visibility and leadership positioning
• Drive early demand including reservations, private events, and cigar club memberships

PR Strategy
Marx Layne & Co. implemented a phased hospitality PR strategy designed to generate early awareness and maintain momentum through opening and beyond.

Rather than relying on a single launch announcement, the campaign leveraged key development milestones to sustain visibility and media interest. This approach allowed the story to evolve as the project progressed; from concept announcement and construction updates to culinary previews and opening-day coverage.

The strategy included:

• Strategic press announcements tied to development milestones
• Ongoing media outreach to hospitality, dining, and business reporters
• Executive thought-leadership opportunities for project partners
• Broadcast media coordination and live cooking segments
• National trade outreach targeting luxury lifestyle and cigar audiences
• Experiential press opportunities showcasing design, culinary vision, and guest experience
• Longstanding relationships with restaurant, nightlife, and hospitality media were key to maintaining consistent coverage throughout the two-year development period.

Execution
Project Announcement & Development Coverage

The campaign launched with a major announcement introducing Big Rock Italian Chophouse and The Rock Cigar Club to the Detroit market.

Marx Layne & Co. developed core messaging for both concepts and distributed press materials outlining the restaurant’s vision, redevelopment plans, and leadership team. Ongoing media outreach-maintained coverage as the project progressed through construction and development milestones.

Executive Positioning
The firm coordinated interviews and media opportunities featuring Cameron Mitchell and project partners Tom Celani and Dario Bergamo.

Leadership was positioned as accessible and credible voices across business, hospitality, and lifestyle media. Messaging and talking points ensured consistent storytelling across interviews and public appearances.

Broadcast & Experiential Media
A dedicated press preview day provided early access for reporters and broadcasters.
The team coordinated on-site interviews, behind-the-scenes tours, and visual storytelling opportunities designed for television and digital platforms. Local broadcast outlets also hosted live cooking segments featuring restaurant leadership and signature menu items.

Influencer & Digital Outreach
Targeted outreach engaged Detroit-area food, lifestyle, and luxury influencers aligned with the brand.

Influencers were invited for tastings and behind-the-scenes tours, generating social media content that amplified earned media coverage and increased local awareness ahead of the opening.

Media Coverage & Results
The integrated PR campaign delivered extensive earned media visibility across local, regional, and national outlets.

Key results included:

• 100+ earned media placements across print, digital, and broadcast outlets
• Coverage in major media across print (The Detroit News, Crain’s Detroit, Detroit Free Press), broadcast (Fox 2, WXYZ), digital (MLIVE, Cigar Aficionado). 
• 447 million potential media impressions
• $11.1 million estimated earned media value using standard PR measurement methodologies

The campaign demonstrated how a strategic restaurant PR launch campaign can generate significant earned media coverage, drive early reservations, and position a new hospitality concept for long-term success.

Operational results reinforced the campaign’s impact:

• The restaurant remained consistently booked on weeknights and weekends for months following the grand opening
• The venue quickly became a popular location for private parties and special events
• A large percentage of The Rock Cigar Club’s exclusive cigar lockers were sold prior to opening

In addition, the property earned multiple Detroit-area hospitality and dining awards, further validating its status as a premier destination. 

Services Provided
Marx Layne & Co. delivered a full range of hospitality public relations services, including:

• Strategic communications planning
• Message development and stakeholder coordination
• Milestone and development announcements
• Media relations and press outreach
• Executive and spokesperson positioning
• Broadcast media coordination
• Press preview events and media experiences
• Influencer engagement
• Awards and recognition support

Planning a Restaurant Opening or Hospitality Launch?

Successful restaurant openings require more than great food, they require strategic storytelling, strong media relationships, and sustained visibility leading up to opening day.

Marx Layne & Co. specializes in restaurant public relations, hospitality media strategy, 
and destination launch campaigns that generate awareness, earned media coverage, and real demand.

If you’re planning a restaurant opening, hospitality concept, or lifestyle destination, our team can help bring your story to the right audiences.