Domo, the award-winning Sardinian restaurant founded byhusband-and-wife team Sarah Elliott-Busceddu and Raffaele Busceddu, appointedPGHL to support the launch of its second UK venue and first restaurant inLeeds
Having built a loyal following and strong reputation inSheffield since opening in 2019, Domo was preparing to bring its unique blendof authentic Sardinian cuisine, aperitivo culture and family hospitality to thelandmark Tower Works development on Leeds' South Bank
Our brief was to generate awareness ahead of launch,position Domo as one of the city's most exciting new restaurant openings,secure widespread media coverage across Leeds and Yorkshire, and drive bookingsfor opening weekend and beyond.
We developed and delivered a comprehensive launch PRcampaign designed to build anticipation in the weeks leading up to opening andmaximise visibility during launch week.
The campaign centred on Domo's compelling brand story,highlighting the founders' Sardinian heritage, their journey from Sheffieldsuccess to Leeds expansion, and the authenticity that sets the restaurant apartin a competitive hospitality market.
A targeted media relations programme was implemented,engaging regional, food, lifestyle and business journalists across Yorkshireand reaching a broad audience, from food enthusiasts and city-centreprofessionals to residents exploring Leeds' growing South Bank destination.
We created anddistributed press materials and pre-launch gifting to showcase the restaurant'sarrival in Leeds alongside previews, interviews and advance coverage,positioning Domo as a must-visit new destination.
During launch week, we maintained proactive mediaengagement, coordinated photography opportunities and hosted a media showcaseevent which amplified positive customer reaction, news coverage and socialconversation.
Launching our first Leeds restaurant was a major milestone for the business, so it was important that we generated excitement and awareness from day one. "The volume and quality of media coverage secured by PGHL played a huge role in the success of our launch, helping to drive bookings, build anticipation and introduce our brand to a completely new audience. The team understood our story, our values and what makes Domo special. We couldn't have asked for a better launch."
Domo co-founder, Sarah Elliott-Busceddu
The campaign successfully established Domo Leeds as one of the city's standout restaurant openings of the year Media coverage was secured across regional newspapers, online news and social platforms and food and lifestyle publications, generating significant awareness throughout Yorkshire and beyond
The publicity generated strong interest ahead of launch and helped drive bookings for opening weekend, with the restaurant welcoming large numbers of guests through its doors from day one.
The successful launch not only introduced Domo to a new audience but also reinforced the brand's reputation as a leading independent restaurant business.
· 115 pieces of media coverage
· 15.1m estimated audience reach
· 367k coverage views
· 269k social views
· 90k TikTok plays
· 16k social engagements