Case Study: Luke’s Lobster builds West Coast buzz for its Santa Monica launch with JS2 PR

Luke’s Lobster secures 34 placements with JS2 PR

Luke's Lobster faced the challenge of introducing its East Coast seafood brand to the Southern California market with the opening of its Santa Monica location. The company appointed JS2 PR to build awareness and position the new restaurant as a must-visit dining destination for locals and visitors.

JS2 PR developed a comprehensive PR strategy that combined media outreach, influencer partnerships, and local collaborations. When the opening was delayed, the team adapted by pitching new angles to maintain momentum, such as holiday gift guide features. JS2 PR secured 34 placements in hyperlocal, local, and regional press, successfully establishing the brand and leading to an expanded agency role representing multiple West Coast locations.

Luke’s Lobster