Jacques Torres
Case Study





Raise awareness of the launch of chocolatier Jacques Torres’ Choco-Story, the first-ever interactive chocolate museum in New York, among a national audience in order to attract both New Yorkers and visitors to the city and to drive ticket sales.



To achieve the stated goal, The Brooks Group organized an interactive press event that included a museum tour and hands-on chocolate making class for national and local broadcast and short-lead press covering food, travel, and New York.

We secured a print exclusive and broadcast segments with strategic, high-profile outlets and disseminated a press release to national and local broadcast, print and online outlets covering food, New York, travel, tourism, business, parenting and trade.

To tease the news, seed editorial interest and generate pre-opening buzz, we offered a strategic sneak peek of the museum to influential food site Eater.com.



The New York Times exclusive ran online and in print, exceeding 30m+ media impressions and the article was shared on both NYTFood’s Twitter and Facebook pages with over 162 million views. A live remote segment with FOX’s “Good Day New York” highlighting artifacts, the hot cocoa station, and a chocolate tasting reached a viewership of 118,000+.

Additional national broadcast coverage secured included ABC’s “Nightline” and “Good Morning America” and regional broadcast news segments on New York affiliates WNBC-TVWCBS-TV, WPIX-TV, and NY1. Placements in top-tier regional print and national online outlets included USA TodayCondé Nast TravelerTime.com, Business Insider, and Time Out NY.

Media impressions: Over 533 million across broadcast, print and online outlets

Museum Ticket Sales: Exceeded 1,100 (in less than a week of opening)