The agency will manage an integrated campaign accessing both traditional and social channels across the UK. It will run a series of familiarisation dining events with leading London hotel concierges, venue bookers and business leaders, as well as driving media engagement.
Mason Williams will also manage a VIP launch event on 1 March attended by the Lebanese ambassador and the restaurant opens in Belgravia on 2 March and represents the company’s first foray into the European market.
Mark Dickinson, UK director for Abd El Wahab, said: “London is one of the most exciting cities in the world, and we wanted to work with an agency that matched our passion and fast-paced way of operating, as well as being an agency that are PR and communications experts within the hotel and restaurant sector.
Rita Rowe, founder and managing director at Mason Williams, added: “We have been on-board with Mark and the opening team through the construction and fit-out of the restaurant, the testing of the menus and are working together to bring the brand to life.
“We have teams working on engagement with different stakeholders, on social and traditional media campaigns, and a specific team dedicated to delivering a strong VIP launch event.