PRCO was appointed by Zuma in 2022 as its lead global agency.
The aim was to amplify and solidify the brand’s positioning as a pioneering luxury lifestyle brand in the UK, Italy, the GCC, Asia and North America.
In 2022, Zuma’s 20th anniversary, the global restaurant group ushered in a new era by launching a new venue concept in Mykonos. PRCO secured interviews with Chef Founder Rainer Becker, communicating the venture and Zuma’s growth plan. Where possible, interviews took place at restaurants, allowing the media to experience a taste of the brand whilst speaking to its creator.
During the summer of 2022, PRCO organised visits to Zuma’s pop-up locations in Ibiza and Porto Cervo and the new lifestyle destination in Mykonos for carefully selected influencers that echoed the brand’s contemporary personality. The PRCO teams also collaborated with the destinations’ and local hotel PR teams to offer Zuma dining on press trip itineraries for media, including The Telegraph, Citizen Femme, Harper’s Bazaar and Sheerluxe.
With Zuma’s reputation as a celebrity hangout, PRCO aimed to engage with aligned celebrities, VIPs and brands. Examples include visiting Zuma Mykonos for DJ Peggy Gou, resulting in organic Instagram coverage, launching Zuma Doha during Fifa World Cup, hosting athletes and football associations, and driving connections between Zuma restaurants and luxury brands such as Chanel and Rolls-Royce for VIP events.