With a continuous decline of Macao's gaming revenue for more than 16 consecutive months, there is no doubt that the business of hospitality industry is being threatened. Yet, more new gaming and hospitality establishments are under construction. Needless to say, market competition of the hospitality industry is only going to get fiercer in the coming years. For the purpose of increasing business during dinner time on non-holiday nights at Robuchon au Dôme, a three Michelin-starred restaurant inside the Grand Lisboa Hotel, a six-month-long proactive public relations campaign is designed. It targets a niche market - the cultural capital seeking local yuppies aged between 30-40 and who tend to patronize Robuchon au Dôme for lunch only. Campaign planning follows the framework of "ROSTE" model, in which, strategies and tactics are tailor-made in accordance with the characteristics and consumption patterns of the target public. These cover a series of public relations collaboration between the restaurant and a city-wide multi-dimensional art and cultural festival, as well as a loyalty program. Social media also play a critical role in this campaign in terms of creating online buzz among the target public. This campaign allows Robuchon au Dôme to attract and consolidate a new customer segment, to increase traditional media exposure as well as social media traffic and conversation. More importantly, it helps the restaurant to strategically establish and maintain sustainable positive relations with its core customers and various parties in the art and cultural sector in Macao.