Nobu Toronto
The Ask
Nobu tapped us as AOR to lead the opening and launch of its first fully integrated Canadian property: Nobu Hotel, Restaurant & Residences Toronto. Acting as a true extension of the in-house team, we were responsible for developing and executing a comprehensive PR strategy and go-to-market plan across both the restaurant (2024) and hotel (2025) launches.
Our mandate spanned pre- to post-opening, requiring a phased approach to introduce the Nobu brand to Canada, build sustained awareness and consideration, and continually promote its unique offerings across food & beverage, hospitality, and luxury lifestyle.
From driving immediate demand (restaurant reservations and hotel bookings) to establishing long-term cultural relevance, our goal was to position Nobu Toronto as a must-visit destination for local, national and international audiences while maintaining momentum across every stage of the integrated property launch.
The Approach
We executed a phased, momentum-building PR strategy that introduced Nobu to Canada and kept it consistently top of conversation across multiple verticals from food and beverage to travel, design, hospitality and luxury lifestyle.
To launch the restaurant, we built early anticipation through strategic press releases, first unveiling renderings and then the official opening announcement, driving immediate demand and booking reservations within minutes. We hosted a high-impact media and influencer preview, giving top-tier tastemakers first access to the space, followed by curated 1:1 dining experiences to showcase Nobu’s signature dishes and Toronto-exclusive offerings. In addition, we hosted and amplified a number of key cultural events and programming from Taste of Nobu, to the Canadian launch of Sushi Club with Chef Nobu himself to high-profile celeb-adorned events during TIFF.
Building on that momentum, we introduced Nobu Hotel Toronto through a second wave of storytelling. A series of press releases revealed new details over time, sustaining intrigue and expanding reach into travel and lifestyle media. An exclusive hotel preview event invited key press and VIPs to experience the property firsthand, amplifying buzz through their networks.
Post-launch, we maintained strong visibility through ongoing media relations, targeted pitching, and curated visits, ensuring Nobu Toronto remained a cultural and luxury destination across both dining and hospitality.
The POMP
The integrated launch delivered standout results across both restaurant and hotel moments:
250+ pieces of earned coverage
285M+ total earned media impressions
45M+ social media impressions across 382 placements
From fully booked restaurant reservations within minutes of opening to sustained global awareness of the hotel, Nobu Toronto successfully established itself as one of the most in-demand luxury destinations in the country.
