Client: San Francisco Convention & Visitors Bureau
Campaign: Dine About Town
Challenge: Increase awareness & participation
After several years of increases of reservations for this annual event that features pre fixe lunch and dinner menus at a 100 local restaurants, interest and participation with both patrons and venues began to flatten. The program needed a boost.
Solution:
- Created a series of on-air vignettes utilizing well-known food and Dining Around host Gene Burns which aired on 3 Innovative stations and www.diningaround.com
- Coordinated cooperative programs with specific restaurants
- Secured multiple on-air interviews with chefs and restaurant executives
- Created special dining promotion advertorial on the station Web sites to provide visibility for the event
- Utilized on-air promotion and opt-in newsletters to provide additional coverage
Return On Objective:
- Client reported thousands of clicks to the dineabouttown.com Web site
- Client reported that the overall campaign generated a 39% increase in diner participation over the prior year
- Campaign was renewed for additional year
