Pavilion looks forward to an Indian summer with LBC

The three-week campaign, which will begin in September, will feature 30-second trailers promoting La Porte des Indes Cookbook (£20, 1862056439) and will provide LBC listeners with a 15% discount off all meals at the restaurant during the promotional run. The authors, head chef Mehernosh Mody and his wife, restaurant manager Sherin Alexander Mody, will also be interviewed on Sandy Toksvig’s lunchtime show.
Pavilion’s publicity and marketing manager Laura Brudenell commented: "We wanted to run a London-specific campaign for the La Porte des Indes Cookbook, and felt that a London-based radio campaign was essential. LBC 97.3FM are creating excellent links with the book trade with their on-air bookclub. We felt their listeners were core restaurant [goers] and book buyers."
The promotion will also coincide with the restaurant’s food festival, which launches on 14th September. The festival’s theme this year is "Cooking the Books" and will feature cooking demonstrations of the book’s recipes.
Pavilion is looking to run a similar campaign with September title Cooking Without Fuss, which is written by Jonny Haughton, head chef and owner of popular London gastro-pub The Havelock Tavern.