Mason Williams Appointed for Middle East Restaurant Expansion
Mason Williams Communications has been appointed by leading Middle East restaurant group, Ghia Holdings, for the launch of its first restaurant outside of the Arab region, opening in London in March 2018.
Mason Williams will manage an integrated traditional and social communications programme in London, and across the UK, around the launch of Abd El Wahab, an award-winning restaurant with 18 locations across the Middle East region, including Beirut (Lebanon), Cairo (Egypt), Riyadh (Saudi Arabia), Dubai and Abu Dhabi (United Arab Emirates). Activity includes a series of familiarisation dining events with leading London hotel concierges, event and venue bookers and business leaders, as well as on-going media engagement, and a VIP launch event, to be attended by the Ambassador for Lebanon on 1 March.
Abd El Wahab’s first international restaurant is opening in Belgravia, within the Royal Borough of Kensington and Chelsea, and offers dining over two floors, including a private dining room, and a total of 120 covers, including outside terrace dining.
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.
“We are delighted to be working with Mason Williams; not only is this London opening significant for the Abd El Wahab brand, but it is also a significant milestone for Ghia Holdings, as it represents the first international opening for the 45-strong restaurant group, and the first restaurant of our ambitious European expansion plans.”
Rita Rowe, Founder and Managing Director at Mason Williams, said: “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.
“Many people who have travelled in the Middle East are familiar with Abd El Wahab restaurants, and we have an on-going integrated communications programme that will ensure Abd El Wahab becomes synonymous with Lebanese dining in London.”
Abd El Wahab opens on 2 March 2018 and is located at 1-3 Pont Street, Belgravia, London. The restaurant offers both a la carte dining and set menus, and serves traditional Lebanese hot and cold starters, salads, charcoal grilled meats and oven dishes and an array of desserts typical of the Arab region as well as unique dishes developed by their own team of Lebanese chefs.
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