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Strategic Public Relations for a Darden Concept Launch

A concept by Darden Restaurants, Seasons 52 is a fresh grill and wine bar offering guests a seasonal, chef-driven dining experience designed to celebrate living well. With its focus on fresh ingredients, bold flavors, and an extensive curated wine list, Seasons 52 represents Darden’s commitment to modern, elevated dining.

Darden, Seasons 52

Initiative

Vagus PR was engaged by Darden to lead the public relations strategy for the launch of Seasons 52’s Chicagoland restaurant openings, including high-profile locations in Schaumburg, IL and Oak Brook, IL.

Our Objective: generate significant media buzz, build excitement around the brand, and establish Seasons 52 as one of the most anticipated new restaurant openings in the Chicago area.

Working in close collaboration with the Darden corporate team, Vagus developed and executed a comprehensive launch campaign that included:

Strategic Media Relations – Crafted compelling story angles and secured extensive coverage across broadcast, print, digital, and lifestyle outlets.
Launch Events & Grand Openings – Managed press previews, ribbon-cutting events, influencer tastings, and VIP dinners to build momentum and word-of-mouth.
Community & Charity Partnerships – Coordinated outreach with local organizations and charities to integrate Seasons 52 into the community from day one.
Concierge & Hotel Relations – Built partnerships with luxury hotels and concierge programs to drive early reservations and brand awareness.

Lifestyle & Influencer Engagement – Hosted preview experiences with top food, wine, and lifestyle creators to amplify reach and generate authentic buzz.

Media

Highlights

The campaign delivered exceptional results, including one of the most impactful broadcast features ever produced for a Darden opening:

ABC-TV - Windy City Live – Full-Show Feature
The crown jewel of the campaign was a live, full-episode of ABC 7’s Windy City Live filmed on-site at Seasons 52. The show’s hosts took a trolley to the restaurant, capturing their experience in real time and highlighting the concept’s fresh, seasonal approach to dining. The lively segment blended entertainment and culinary storytelling — showcasing the menu, wine program, and dining atmosphere — and introduced Seasons 52 to tens of thousands of viewers across Chicagoland.
Additional Broadcast & Digital Coverage: