VIVIAN

Hospitality

Brand Marketing, Strategy, Launch Campaigns

the company

Vivian was an award-winning restaurant tucked into the River Arts District in Asheville until its closure at the end of 2024.

the work

Named after chef/owner Josiah’s grandmother who hosted grand dinner parties in a Julia Child-like fashion during his childhood in Georgia, Vivian was known for its seasonal menu and cozy atmosphere. As Vivian’s strategic marketing agency, we raised awareness of the restaurant for locals and visitors. Marketing and media campaigns included comprehensive PR outreach, updated photography, updated website, SEO, email strategy, events & activations, pandemic pivot support, and brand positioning.

the Results

Earned multiple national press hits as dining destination
Earned James Beard Award nomination (Best Chef, Southeast) - 2023
Increased month over month SEO rankings, streamlined website for accessibility, reviews and email list growth

Josiah McGaughey explores old world European flavors and techniques that blend with his Southern heritage, resulting in a frequently changing menu of seasonal plates from the region’s farmers. Their wine list, curated by co-owner Shannon McGaughey, consists of old world varietals that perfectly compliments the food. To showcase their expertise, we arranged multiple visiting writers and press trips for the restaurant, as well as kept content updated on channels and led long form media pitches as well as event advertising.