WESTVILLELOCATION LAUNCH
UPPER EAST SIDE
LAUNCH
The project
Westville’s Upper East Side location opened in stages: takeout and delivery on November 3, the dining room on November 17. I planned the rollout from a September 20 tease through eight creator posts after opening, across social, email, print and the location page.
What I did
Working through Hudson Creative, I planned the rollout, sourced and managed creators, directed the launch video shoot, wrote and designed the founder’s note and opening email, carried the launch into the November newsletter and set the location page live.
01 / Planning
A neighborhood-first rollout
I grew up on the Upper East Side, so I built the opening around neighborhood accounts and local recommendations and presented Westville as a place residents would return to during the week.
Announce in stages as dates moved
Construction delays kept the opening date uncertain. Early posts announced the coming location; later ones asked for one action at a time: order takeout, get delivery, then visit the dining room. For the September 20 brunch post, I edited a newspaper prop in Photoshop to announce the new location.
Creators chosen for neighborhood reach
I offered comped meals to food creators and reserved paid partnerships for accounts with an Upper East Side audience, then negotiated terms, scheduled visits, reviewed content and followed up on publication.
02 / November 3
Takeout and delivery
Takeout and delivery opened two weeks before the dining room, so the launch video carried two messages: order now, and dine-in starts November 17. I sourced the videographer, directed the shoot and reviewed the content; the videographer filmed and edited it.
I carried the announcement into the November newsletter. For the first orders, I wrote and designed a founder’s note, paired with a drink chip.
03 / November 10–17
Dine-in opening
Posts on November 10, 12 and 14 showed the finishing touches, the neighborhood and a final reminder. The November 17 post announced the open dining room.
I wrote and designed the opening email around three actions: reserve, get directions and order. I also set the location page live with hours and visit details.
View the location-page work →04 / November 18–December 14
Creator coverage
Eight creator posts ran from November 18 to December 14, covering the restaurant, the food and seasonal dishes. I arranged the visits and reviewed the content; the creators made their own posts.