Luke’s Lobster
FIRST SOUTHERN CALIFORNIA OPENING
The Results
Placements: 34
JS2 PR Appointed Luke’s Lobster
West Coast Agency
The Opportunity
JS2 PR was brought on for a short-term project to open Luke’s Lobster Santa Monica and introduce the beloved East Coast seafood brand to an exciting new market.
Our team crafted a strategic PR plan to build awareness and anticipation, positioning Luke’s Lobster as a must-visit dining destination for locals and visitors alike.
Our Work
The team developed a comprehensive PR strategy to support Luke’s Lobster’s opening, combining media outreach, influencer partnerships, and collaborative partnerships with Heal the Bay and Santa Monica Travel & Tourism. When the opening was delayed, the team leveraged the extra time to pitch creative angles, like inclusion in upcoming holiday gift guides and engaging the Las Vegas market to sustain momentum and excitement. This adaptive approach created boosted visibility for the brand, setting the stage for a strong launch despite the setback.
The Results
JS2 secured a wave of hyperlocal, local, and regional press tied to the Santa Monica opening, spotlighting the brand’s B-corp status and positioning the brand as one to watch regionally and nationally. The team added value with timely holiday gift guide coverage in local and national outlets, showcasing Luke’s connection to sustainable, premium-quality seafood from local fisheries. Our PR efforts positioned Luke’s as the go-to source for authentic Maine-style lobster rolls, and JS2 PR now represents Luke’s Lobster locations in Santa Monica, Newport Beach, and Las Vegas.
Like These Results?
FAQ
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JS2 PR focused on introducing the brand to a new market and influencing how it would be received by local audiences. That meant building familiarity ahead of the opening, so the concept didn’t read as entirely new.
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With the right approach, delays don’t have to stall visibility. Instead, that time can be used to introduce new angles and keep the brand part of ongoing conversations, preventing a loss of momentum.
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Entering a new region often requires reintroducing the brand. PR helps establish the context and relevance needed for the concept to feel approachable to its new audience from the start.