We introduced a new campaign direction for the Roy's brand. "Go Out A Little Further".
This new campaign challenged diners to think differentially about going out to dinner. By eating at Roy's, you make each dining experience feel like a special occasion. The "GOALF" campaign launched primarily in the online space on targeted, contextually relevant sites. In addition to the online media strategy (banners, website redesign, robust email communications, SEM), the in-restaurant pieces, OOH drivers and Direct Mailers all had a cohesive look.
Print Executions
Roasted Macadamia Nut Crusted Mahi Mahi, Print/OOH
Spicy Asian Pepper and Lemongrass Sirloin Steak, Print Concept
Hawaiian Martini, Print Concept
Spring Prix Fixe Menu, In Store Menu Card
Direct Mail Executions
Hawaiian Martini, Recipe Card
Steak & Lobster, Direct Mail Piece
Website Reskin
Landing Page, www.roysrestaurant.com
Cuisine Page, www.roysrestaurant.com
Digital Executions
Winter Prix Fixe, Expandable Rich Media Unit
Winter Prix Fixe, Standard Flash Banner
Email Executions
Steak & Lobster, Email
Winter Prix Fixe, Email
Quarterly E-Newsletter
