Cowan & Company Has Luck of the Irish:
Wins PR Agency of Record with Prime Pubs

Mississauga, ON - March 2, 2007 - Prime Pubs, a family of authentic Irish pubs operating in eight cities under the trade-marks of Fionn MacCool's, D'Arcy McGee's, Paddy Flaherty's, and Tir nan Óg, has hired Cowan & Company Communications as its Public Relations Agency of Record to develop and implement a strategic public relations campaign over the next year. The PR campaign will kick-off with Prime Pubs' upcoming March Madness festival focused on St. Patrick's Day celebrations.

"Each Prime Pub has its own unique atmosphere featuring delicious authentic Irish fare, friendly staff and comfortable décor. We have a loyal clientele and are renowned for our unrivalled St. Patrick's Day festivities which run the entire month of March featuring special menus, beverages, live music and contests," said Grant Cobb, Vice President of Prime Pubs. "While it's important for us to promote our St. Patrick's Day festivities, it's equally important for us to promote our other popular events and special menus throughout the year which is why we have decided to integrate PR into our year-round marketing strategy."

Cowan & Company has been hired to develop and implement a strategic PR program including message development, media relations, promotions and media tours. Advertising for Prime Pubs is handled by creative agency, Downtown Partners and media buying agency, Wills & Co.

"When we were considering PR agencies to represent Prime Pubs we turned to Cowan & Company as they initiated media relations for our St. Patrick's Day campaign last year. We were impressed with their depth of understanding of our brand, their value-proposition and their ability to quickly execute a media relations campaign that generated excellent results," added Cobb.

"Working with Prime Pubs on their St. Patrick's Day campaign last year was great fun and we're thrilled that they were so pleased with the results that they've expanded our mandate to help them generate visibility throughout the year," said Cathy Cowan, President of Cowan & Company.

About Prime Pubs
A division of Prime Restaurants of Canada, Prime Pubs is a family of authentic Irish pubs operating under the trade-marks of Fionn MacCool's, D'Arcy McGee's, Paddy Flaherty's, and Tir nan Óg. Prime Pubs serve traditional Irish fare made from authentic recipes that have been developed over generations. Operating 11 restaurants in Ontario and Alberta, interiors of Prime Pubs offer a warm and friendly environment and many pubs feature furnishings that have been imported directly from Ireland. For more information visit www.primepubs.com.

About Cowan & Company
Cowan & Company Communications Inc. is a boutique communications firm for first-class brands. Established in 2002, the firm offers a full array of PR services specializing in media relations, collateral development, event management and promotions. Cowan & Company clients include L'Oréal Paris, Kraft Canada, Casey's Grill Bar, and the Pedorthic Association of Canada. For more information visit www.cowanandcompany.net.

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Media Contact:
Cathy Cowan, Cowan & Company
416-462-8773 ext. 11 or
cathy@cowanandcompany.net