During autumn of 2021, star chefs from all over the world travelled to Antwerp for the international culinary event of the year: the election of ‘The World’s 50 Best Restaurants’. A first for our country and also for us, because LVTPR was chosen as the hosting PR agency. Our mission: to generate as much qualitative press attention as possible and to steer the two-day mega-event in the right direction media-wise.
Early on in the run-up to the actual election, the buzz around ’50 Best’ was already spreading across the entire Belgian media landscape, thanks to a thought-out news flow that gradually lifted the veil while we came closer to D-day. The two-day event – the press conference and the ceremony – was also able to count on massive media interest.
During the press conference we accompanied a number of major culinary media during the unique opportunity of interviewing a selected group of international star chefs, including our Belgian pride Willem Hiele. And when the winner (Noma) was announced, we had our hands full managing a massive amount of interview questions and a scoop that was promised to our biggest commercial TV-station VTM. Whatever came our way, our five-person ’50 Best’ team kept a cool head and helped all the journalists professionally and with style.
More glamour followed at the exclusive ‘finissage’ in the Royal Museum of Fine Arts – with heavenly bites from Seppe Nobels and others – and the afterparty. The ideal way to celebrate this hectic but enormously rewarding project.