El Santo is the newest Latin American-inspired restaurant in Glasgow.

The challenge01

Monumental was engaged to help with the grand opening of the restaurant. We were required to introduce the restaurant to the area, drumming up interest for the grand opening event, whilst also generating attention when the venue was open to the public. 

This involved engaging with press and influencers to help spread the word and create a buzz.

The strategy02

Our four-week multi-channel strategy combined the aspects of PR, social media & influencer marketing to create a disruptive and eye-catching launch campaign. 


The goal with our PR activity was to showcase the uniqueness of El Santo and highlighting how it’s one of the first of it’s kind in Glasgow. El Santo had to become the hottest new opening in the city in the lead up to the festive period. 

Our initial outreach introduced the exciting new concept to the press, whilst offering reviews in return for a complimentary visit. 

In this case, our influencer marketing strategy fell in the remit of the PR strategy, inviting influencers to the grand opening event and helping to share the buzz on the night! This outreach also lined up complimentary influencer visits in the weeks following to ensure the interest continued. 

Social media 

We developed bespoke, stylistic content on Instagram and TikTok that has allowed El Santo to increase brand awareness, generate buzz surrounding the launch boost engagement and in turn, drive traffic to the website & DMs for reservations.

Everything from creatives to theme establishment was implemented to help grow following, influence and success across social channels by following trending reels and audios; using the restaurant’s moody interior to highlight the tone and telling a story through the visuals through both food, interior and abstract images to showcase to potential customers on the culture & quality of El Sa

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press articles obtained


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