INTEGRATED MARKETING CAMPAIGN

DINE ATHENS
RESTAURANT WEEK

CLIENT: ALPHA BANK & DINERS CLUB INTERNATIONAL
Watch the video

THE BACKGROUND

Not many people know that the story behind the Diners Club began…with a forgotten wallet!

In 1949, businessman Frank McNamara was having dinner in a Manhattan restaurant and when the bill arrived he realized he had no cash to pay. It was an embarrassment he resolved never to face again. The shortness of cash led McNamara to the idea of using charge cards in restaurants. One year later he tried settling the bill by paying with a small cardboard card, known today as a Diners Club card. This event was hailed as the "First Supper," paving the way for the world's first multipurpose charge card.

Frank McNamara founder Diners Club not as a bank or company, but in the spirit of a club-an idea that helped people come together and join hands over a nice meal.

BRIEF & OBJECTIVES

  • 01 BOOST Diners brand awareness
  • 02 ADDRESS new & existing market segments
  • 03 OFFER exclusive benefits for card members throughout the event
  • 04 PROMOTE Diners brand’s privileges program
  • 05 EXPAND the network of affiliated restaurants & partner companies

CONCEPT & APPROACH

After doing some extensive research in the food industry and talking to numerous restaurant owners and potential guests, we realized that it would take more than a catchy tagline to engage the restaurants for the 1st time.

What would be the best way to combine successfully the Diners brand’s core values and history with our agency’s expertise? We came up with the globally established concept of Restaurant Weeks. It was a perfect match. The 1st Athens Restaurant Week by Alpha Bank & Diners Club International was launched on February 1st-7th 2016.

In order to boost our 7-day citywide culinary event we had to develop and run a large-scale, media-intensive, 360° marketing campaign.

Our goal? To establish Dine Athens Restaurant Week as the highest quality gastronomy event in Greece.

THE EVENT

1 WEEK
100 OF THE BEST CITY RESTAURANTS
3 FIXED-PRICE MENUS FOR ALL: 20€, 40€, 60€
EXCLUSIVE BENEFITS & DISCOUNTS FOR DINERS CARD-HOLDERS
SPECIAL EVENTS & COCKTAIL NIGHTS IN MICHELIN-STARRED RESTAURANTS
POPULAR CUISINES & INTERNATIONAL STYLES

THE CAMPAIGN

CAMPAIGN MINI SITE
  • Browse Restaurants
  • See Menus
  • Book Tables
www.dineathens.gr
PRINT MEDIA
SOCIAL MEDIA

BEST DISH AWARD INSTAGRAM COMPETITION

GASTRONOMY EXPERTS & OPINION INFLUENCERS

PARTNERS & SPONSORS
BOOKING PLATFORM IN PARTNERSHIP WITH E-TABLE
Meal-sharing platform for charity purposes
Exclusive wine & spirits sponsors

Smart brand alignment strategy ιnto all media outputs

THE RESULTS

MENUS SOLD
UNIQUE WEBSITE USERS
GDN IMPRESSIONS
Facebook UNIQUE REACH
DINERS CARD SALES UP DURING THE EVENT
INCREASE OF DINERS AFFILIATE RESTAURANTS
EXTENSIVE MEDIA COVERAGE

EXCELLENT CLIENT/RESTAURANT FEEDBACK:

  • “Very user-friendly website and easy booking procedure completed in a few simple steps!”
  • “A huge success! It should be organized twice a year and last for more than one week!”
  • “The event boosted my restaurant’s sales in the low season!”

HEY THERE!
I’M YOUR HERO!

Please ask me a question and I’ll fly back to you.

THANK YOU!

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