To reposition Floridita Bar & Restaurant as the ‘hot’ place to go, countering the perception that it had become a destination for bridge and tunnel crowd, we recommended that the authentic Cuban experience offered by Floridita should be animated for the media. Over 40 press were personally introduced and invited to reassess Floridita’s image. A series of media briefings were set up to tell the story of Floridita’s authentic link with Cuba and each journalist was presented with a striking leather-bound press pack. They were then invited to a cocktail party which presented the newly created Salon Rojo as the ‘new decadent drinking den’. An actor hosted mini readings of Ernest Hemmingway’s Old Man of the Sea for intimate groups of guests in the Salon Rojo to introduce historical Cuban references.