Twitter Kicks Off NYC Restaurant Week Campaign
Twitter helped Obama reach young voters, the Iranians protest the recent election, and now, NYC and Company uses the new medium to promote Restaurant Week, the largest and most established such event in the world.
NYC and Company, the official marketing, tourism and partnership organization for the City of New York, is launching a new creative campaign June 30, the same day reservations open for NYC Restaurant Week, one of the city's high-profile fests.
In a nod to the economy, RW will be extended, running July 12-31. However, its famous slogan, "Eat Famously," has been retired; the new tagline is "Love NYC Restaurant Week." It appears on two lines in the print ads to promote both the city and the event. What has remained is founding sponsor American Express, participating sponsors Coca-Cola and Jet Blue, and sponsor I Love NY.
This year, Twitter has been added to the cross-platform media mix. Through July, NYC & Company will utilize its Twitter profile, twitter.com/nycgo, to tweet information on added early bookings, chef appearances, restaurant deals and insider tips. It also directs users to the NYCGO.com site.
"With participation from more than 250 restaurants this summer ... the extended length of this season's program will allow more residents and visitors to share in one of the city's most celebrated culinary experiences," said NYC & Company CEO George Fertitta.
In fact, to underscore the 257 participating restaurants, the campaign will also provide 257 "Reasons" in the ads to note the pleasures of eating out. Reason No. 227: "Because not breaking the bank is the new black."
The extensive media campaign includes out-of-home, three creative executions appearing in 100 bus shelters throughout New York City, 30 phone kiosks and 100 street banners; 22 print executions in various publications, including New York, TimeOut NY and The New York Times; and 15 digital executions on magazine Web sites, in addition to Serious Eats, Menupages, Eater and 24/7 Real Media.
Prices for the program will remain $24.07 for three-course prix-fixe lunches and $35 for three-course prix-fixe dinners.
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