While Humphreys is known throughout San Diego as an iconic waterfront concert venue, very few people realize Humphreys is also home to one of San Diego’s best waterfront restaurants. With nightly restaurant covers declining, in 2015 Humphreys hired new Executive Chef Nicolas Bour to take the helm of the restaurant and turn it from the concert venue’s second fiddle to a leading act. To help Chef Bour put the restaurant back on the map, Humphreys hired MJE Marketing to refresh its brand identity and relaunch the restaurant as a premium waterfront dining option in San Diego.
MJE Marketing worked closely with Executive Chef Bour to develop a refreshed charismatic brand for the restaurant that captured his personality and brought his unique, handcrafted menus to life. MJE Marketing opted to officially relaunch the restaurant with the unveiling of a refreshed name, brand and website at an exclusive social media event dubbed #HumphreysAllAccess, which was held at the restaurant in May 2016. The event offered key social and traditional media in San Diego a behind-the-scenes look at the Humphreys’ dining experience and the chance to participate in an interactive cooking class led by Chef Bour.
- 80 guests (twice the target goal) made up of key traditional and social media influencers and foodies
- 161,831 Twitter impressions and 214,247 Instagram impressions; #HumphreysAllAccess was a top-five trending topic in San Diego
- Humphreys has seen a steady increase in restaurant covers since the event and had record-breaking attendance
- 2016 Public Relations Society of America Edward L. Bernays award winner for Creative Tactics