TIGRE
Inspired by the traditional neighborhood bistros of Buenos Aires, Tigre is an intimate restaurant and bar nestled on the banks of a nature-filled canal steps away from Biscayne Blvd in Miami’s Little River district. Featuring indoor and outdoor spaces and anchored by Chef Deborah de Corral’s New American-influenced, modern Argentinian cuisine, the restaurant has received international acclaim thanks to Raygun’s marketing expertise.
Challenges:
The team behind Tigre planned to open a casual fine dining restaurant, inspired by the traditional “bodegones” or neighborhood bistros of Buenos Aires and serving a menu of Argentine classics with influences from New American and local cuisine, in Miami’s Little River neighborhood. With its head chef Deborah de Corral, a major public figure in Argentina, already giving them an ingrown audience among Argentinian expats and tourists, Tigre needed to establish themselves in Miami’s dining scene. They also came up against the unexpected burden of opening during the COVID-19 pandemic.
Strategy:
Raygun applied a 360 marketing strategy that established a cohesive voice across all platforms, taking advantage of Tigre’s unique background story, waterfront location, and intended atmosphere. We began with a social media pre-campaign telling the story of Tigre. Press and direct communication followed; A newsletter with updates on the restaurant’s path to opening was created, with subscribers eventually given private access during opening week. A more aggressive PR campaign was initiated after opening.
Results:
Tigre received rave reviews and placements in local and national media, including Eater, The Infatuation, and the Argentine daily newspaper La Nación, the country’s second-largest. The restaurant earned awards from Time Out Miami and Miami New Times within its first year of operation. A print feature in American Way magazine led to the highest number of reservations for the entire year the week after it was published.
