History's 'Men' Targets Beef Lovers In New Promo


The History Channel has cooked up a meaty promotion for its “The Men Who Built America” mini-series: a branded menu at steakhouse chain Morton’s.

The $60 prix-fixe option has filet mignon with a seafood accompaniment as the main course in a “power dining experience” worthy of the moguls featured in the documentary-style series.

A $14 Rockefeller Martini is also available. John D. Rockefeller, one of the quintet of moguls featured in the documentary-style series, had a bartender at a New York hotel concoct a custom martini 101 years ago.

Morton’s, founded in Chicago and bought by Landry’s Inc. last year, will be offering the three courses at all 63 U.S. restaurants for the next six weeks.



The History series, premiering Tuesday, also focuses on Cornelius Vanderbilt, Andrew Carnegie, J.P. Morgan and Henry Ford, whom the network says “created the very concept of the American Dream, transformed the U.S. into a global superpower in a span of just 50 years and affected the lives of every person in the world.”

Tracy Lenhart, the director of consumer marketing at History, stated that the stunt provides exposure to the “highly influential demographic” frequenting Morton’s.

The male-skewing History and Morton’s are also offering a “Live like a Tycoon” sweepstakes through Nov. 16, with a Las Vegas trip and stay at Landry’s Golden Nugget as a prize.  

Landry’s also owns McCormick & Schmick's Seafood Restaurant and Bubba Gump Shrimp Co., among other brands.



2 comments about "History's 'Men' Targets Beef Lovers In New Promo".
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  1. Paula Lynn from Who Else Unlimited, October 15, 2012 at 9:47 a.m.

    The ones that actually built America died early from disease, lacked most of any health resources, paid poor wages for 6 days (some 7) a week 12 hours per day in crowded tenements, not a child labor law in effect and could no way ever go to those restaurants like the industrial robber barons who paid no taxes while steeped in government contracts. This could backfire with American workers all fired up with the factories dwindling.

  2. Tim Orr from Barnett Orr Marketing Group, Inc., October 15, 2012 at 6:25 p.m.

    But these "makers" did it all on their own, with no help whatsoever from anybody. And morally, they transcended anything the common folk could offer. Yes, these are the folks we should look up to and emulate all right! So let's celebrate their conspicuous consumption and wretched excess by spending in one night what a poor family of four must subsist on for a week. It is our arteries that will exact the ultimate revenge.

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