It was a crisp winter morning when the Executive Vice President of Nightlife called myself and the Director of Restaurant Marketing (my boss) into his office to present a new nightlife/restaurant cross-promotion: All That and Dim Sum.
Taking place at one of our restaurants, guests would dine on a menu of smaller bites designed to not make them feel too full before heading to the nightclub directly above the restaurant, and the ambient music would change to vibrant 90s hip hop throwbacks. Ideas like shotskis, warriors on stilts, dry ice deliveries of cocktails, and drumlines were tossed around.
The only problem? Our restaurant's refined, strict brand guidelines.
So our new task to make this promotion soar was to figure out the Goldilocks Zone between fun-hip-new and classy-luxury-mysterious, and coordinate efforts with everyone across the board to put all the pieces together.
Sparing you the gory details of trying to get various Executive Vice Presidents, Directors, Managers, Executive Chefs, and people from five different departments and two time zones on the same page without spilling too much blood, we finally managed to create a cohesive campaign.
I was instrumental in the voice of the campaign; having written the blog, email newsletter, ad copy, and weekly social media copy you can see down below. Ultimately, we found a happy medium between our luxury brand's guidelines and the completely off-brand concept.
Creative direction was a combination of nightlife's designers, our restaurant design team, and a little bit of my own flair along the way.
The fruits of our labors:
Blog | Newsletter | Social Media Launch | Ad
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