New York City's Central Park South isn't lacking for fine hotels with fancy on-site restaurants. Yet only a handful of these establishments are truly noteworthy-a stigma typical of traditional hotel restaurants. Atelier, an upscale restaurant with a well-known chef and an expensive menu, planned to open in The Ritz-Carlton hotel in the difficult economic climate that followed 9/11. The restaurant assembled a highly-credentialed staff and an exquisite design plan, as well as a superlative collection of modern art.

To avoid the "hotel dining" stigma, NJFPR launched the restaurant in the style of a stand-alone establishment. The Agency focused on Chef Gabriel Kreuther's tenure at Jean-Georges, his Alsatian upbringing, and his signature use of seasonal herbs. NJFPR's media relations program was designed to create pre-opening buzz-a specialty of the agency-followed by more sustained worldwide pre-and post-opening media coverage (with particular emphasis on New York City outlets to stimulate reservations).

During the restaurant's first week, NJFPR juggled multiple photo shoots to accommodate exclusives for the city's most influential newspaper and magazine, The New York Times and New York Magazine. The agency avoided contact with reviewers until Atelier was judged "up and running" at the level of excellence that the chef and his staff expected; only then did NJFPR invite key reviewers to the restaurant. Reservations at Atelier increased steadily, and the restaurant also earned accolades from every major critic and food publication in New York City, as well as in national and international media. Atelier stands out-even if it doesn't stand alone.