About This Project

Nothing says French and chic like Ladurée, the storied French patisserie known for its iconic flagship location on the Champs-Élysées. When the originators of the French macaron decided to open in the Washington, DC market, they turned to TAA to manage their launch.


TAA outlined specific goals for the brand in the market, put together a strategic media plan well in advance of the opening to position the brand and its breadth of products at a full-concept tea room in Georgetown not only for the hot DC hospitality market but to also launch the first ever Laduree “To-Go” offering at a second location in Union Station.


Our approach included advance stories in high level media outlets, a media day preview day, VIP ribbon cutting reception with Ladurée’s CEO and Owners, alongside the French Ambassador, his excellency Ambassador Gérard Araud that was attended by Washington’s top CEO’s, influencers and philanthropists. The launch continued with a social media breakfast with top social influencers and a high-level luncheon with some of the city’s A-listers. The integrated outreach strategy has garnered broadcast, print and electronic press attention and has built a real buzz for a highly anticipated public opening that should sustain the business goals for many months to come.