ETIQUETTE & PROFESSIONAL COMMUNICATION

Business Communication & Dining Etiquette Programs

Client / Industry

Hospitality & Cultural Education
Business Communication / Dining Etiquette
HoReCa / Educational Programs / PR

Project Format

Two strategic directions:

A. Author’s Business Communication & Dining Etiquette Course for professionals in hospitality and tourism
B. Dining Etiquette & Communication School for Children and Young Leaders

Joint project by Nagorna Agency and partner restaurants

Duration / Format

2018–2019
Long-term educational and cultural project
Full-cycle concept development, marketing, PR, production, and event management

Project Overview

The project was originally created as part of a marketing strategy for a partner restaurant, with the goal of increasing attendance on the least busy day of the week, raising the average guest check, and building a strong reputation as a De Luxe venue with high standards of service, table setting, and guest reception.

There were no comparable projects of this level in the region. The initiative quickly evolved beyond a marketing activity into a full-scale cultural and educational program. Due to strong demand and emotional engagement from both parents and children, participants actively requested continuation and advanced levels of the course.

The children’s program included eight lecture-based and practical training sessions held at the restaurant, followed by a graduation ball and certificate ceremony. The project received regional media attention, including live radio talk show appearances by the project founders and television coverage featuring interviews with children and organizers.

Following regional success, Nagorna Agency expanded the project to the national level. A separate business communication and dining etiquette seminar for adults was developed and held in Kyiv for hospitality and tourism professionals. Participants included restaurant managers and administrators, university professors and students from hospitality and tourism departments, government representatives, psychologists, and cultural figures.

Objectives

Although the project originated as a marketing tool, the strategic goal evolved into a broader cultural mission:

• Development of gastronomic culture and hospitality standards
• Education of confident, culturally aware individuals capable of professional communication in business, diplomatic, political, and creative environments
• Creation and delivery of two full автор courses (children’s and adult programs)
• Combination of educational, marketing, and PR objectives
• Full-cycle photo and video production throughout the project

A key condition of the project was financial self-sustainability, despite high production costs and intentionally limited group sizes.

Challenges / Initial State

• Limited societal readiness for structured dining and business etiquette education
• Perception of etiquette education as an elite-only activity
• High production costs due to De Luxe-level requirements (venue, service, tableware, cuisine, personnel)
• Small group formats, particularly for children, affecting scalability
• High demands for top-level photo and video production quality
• Strong emotional involvement combined with complex financial sustainability

Creative & Marketing Strategy

• Development of two independent but conceptually connected author programs
• Children’s course: eight lecture-practice sessions and a graduation event
• Adult course: six hours of intensive lectures and practical exercises with extensive visual and physical materials
• Strong focus on practice, live interaction, and real hospitality environments
• Strategic positioning of each course as a cultural event rather than a standard educational product

Art Direction & Production

• Development of the project as a unified conceptual system and as individual events
• Creation of full lecture materials and interactive presentations
• Author course development comparable in volume to a book
• Event concept design and coordination with restaurant partners
• Consultations with chefs and service teams for each session
• Full creative direction of photo and video production
• Marketing campaign execution for both children’s and adult programs
• PR support and media coordination
• Financial analysis and cost recovery planning

Key Actions & Solutions

• Segmentation of target audiences and participant profiles
• Creation of a unique cultural and educational project with real social impact
• Integration of education, hospitality, media, and visual storytelling into a single system

PR & Media Work

• Media relations: articles and editorial materials
• Radio and television interviews
• PR positioning of project founders and partners

Events & Brand Experiences

Each session of the children’s school was designed as a visually rich cultural event.
The adult course in Kyiv was produced as a high-level business and cultural gathering for an intellectual audience in one of the city’s recognized cultural venues.

Partnerships & Collaborations

• Partner restaurants at regional and national levels
• Embassies and consulates
• Modeling agencies
• Chefs and hospitality consultants
• Cultural centers

Results & Impact

• Full occupancy of the partner restaurant on targeted days
• Long-term PR value for project founders and partners at regional and national levels
• Financial self-sustainability with limited margins
• Strong positive feedback from parents, children, and professional participants
• Formation of a loyal audience and premium reputation
• Extensive media coverage and social media engagement
• Creation of a high-quality visual archive for long-term use

The project demonstrated strong market demand and cultural relevance. Its continuation was planned for 2020 but was suspended due to the global pandemic and later the full-scale war in Ukraine. The concept retains high potential for further development in the future, either post-war or in an international context.

Team & Roles

Creative Director / Author / Lecturer / Copywriter / Marketing Manager
Project Manager
Photographer
Video Production
Fashion & Communication Consultant
PR & Media Partners
Venue & Hospitality Partners
Live Music

Visual Highlights

Photo & video gallery