The document outlines the strategy and results of launching Novikov Restaurant & Bar in London by legendary Russian restaurateur Arkady Novikov. Due to delays in opening, the agency organized press trips to Moscow and interviews with Novikov in high-profile publications to generate buzz. Since opening in late 2011, the restaurant and bar have received extensive positive media coverage and reviews. Both venues have exceeded expectations financially. Arkady Novikov is now seen as a global rather than just Russian restaurateur.