The Marine Room
Goal: The Marine Room, part of the La Jolla Beach and Tennis Club, a landmark coastal retreat with a 90-year legacy, set out to connect with a younger, social-first audience, with a specific focus on Gen Z. The objective was to spark national awareness, build digital momentum, and position the restaurant as both a luxury experience and a viral destination.
Strategy: Chemistry PR launched the La Jolla Beach and Tennis Club’s first influencer program to spotlight The Marine Room’s oceanfront setting through strategic social storytelling, focusing on the platforms where Gen Z is most active. The campaign highlighted the natural drama of the dining experience, from waves crashing against the glass to the restaurant’s seasonal menus and elevated atmosphere. It also served as a launchpad for the newly conceived Marine Room Lounge, a modern addition designed by Studio UNLTD that brought a fresh dimension to the restaurant’s offering. The content strategy leaned into visual storytelling and shareable moments, creating a steady flow of authentic, high-impact coverage across TikTok and Instagram.
Results: The Marine Room was named one of the Most TikTok-Famous Restaurants in America by Thrillist and also featured by Secret Los Angeles and the Daily Mail. Among the standout content, a top-performing TikTok drew 7.6 million views, while a high-impact Instagram reel reached 2 million. The buzz extended beyond platforms and into real-world brand impact, turning The Marine Room into a cultural moment without sacrificing its heritage or integrity.