(left) George Tsuchnikas, Operations Director, Ace Cafe London; (right) Mark Wilsmore, Managing Director, Ace Cafe London
A swelteringly typical Orlando, Florida evening greeted several hundred guests and VIPs as Ace Cafe London opened their first North American outpost just a few blocks up from Church Street Station. Ace Cafe Orlando’s new home is a pair of century-old historic supply warehouses, the perfect environment for the fabled biker mecca that was born of industrial roots at the dawn of rock ‘n roll but couldn’t survive drowning in the soft rock and disco wave that followed.
The original Ace was shuttered in 1969, a victim of changing times and tastes, before being resurrected in 2001 by Believer-In-Chief Mark Wilsmore and friends in the image of the golden era of British Twin dominance. From that rebirth the Ace has spread out internationally, now finally crossed the Atlantic to what some might think an improbable landing in Disney World’s back yard.
Although Orlando is already home to virtually every kind of entertainment concept and half-baked attraction imaginable, including Holy Land a few miles down I-4, Ace Cafe Orlando offers a distinctly different environment to a targeted community, beckoning bikers and hot rodders to get together and swap ideas over traditional British fare served in several restaurants and bars that surround the main stage and flank the museum and retail stores.
Anchoring the north edge of Orlando’s downtown redevelopment district and light years away from the homogenized banality of International Drive a few miles to the west, the Ace is a comfortable fit for this multi-ethnic Florida town that’s pulsing with energy.
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Press Releases Perform Many Functions
Agility PR recently offered a quick summary of the continuing role press releases play even as social media dominates the slot occupied by traditional marketing and advertising.
While listing the usual suspects – controlled messaging, precise targeting, detailed facts and contact information – the article also makes the very good point that press releases are first and foremost an announcement, not to be confused with the offhanded SEO role far too many assign them.
SEO – Yes and No
Stuffing a press release with nothing but keywords – a practice Google has for some time now disavowed as effective, and in some cases of overuse even destructive when it comes to rank – is attractive only if you’re a bot, as opposed to a real person looking for relevant info.
While many make the case for text only press releases, utilizing the same information as part of a properly prepared PDF can pay lasting dividends well into the future.
A Picture’s Worth A Click Or Three
A PDF’s structure allows for significant metadata to be included in the document, with the added benefit of layout, formatting, and content based visual appeal that’s otherwise impossible to achieve with the typical press release.
The article concludes with the observation that traditional press releases should work with, and not be excluded from, a client’s social media marketing plan. I agree with this approach, as well as the opportunity it presents for a well-designed release to be launched strategically for years of lasting benefit.