• June 18, 2010

San Diego-based "Hawaiian Fusion Cuisine" restaurant chain Roy's is offering diners who visit three of its five Southern California locations this summer a chance to win a Hawaiian trip and a dinner with Roy's founder, Roy Yamaguchi.

Marketing for the "L.A. Ohana Tour" campaign, developed by Roy's agency G&M Plumbing, spans radio, online, social media, mobile and PR. The Los Angeles division of the boutique agency Formula is providing promotion support for the radio, online and mobile initiatives.

Diners who visit three L.A./Orange County Roy's locations between now and Aug. 31 will qualify for the chance to win a five-night stay for two at a luxury villa on the Big Island of Hawaii (airfare included), and dine with Yamaguchi at Roy's' Waikoloa restaurant.

On their first visit to a Southern California Roy's, guests will receive a tour card, and on their second visit, a complimentary chocolate soufflé with purchase of entrée. On the third visit, they will receive a $20 gift card for use on a future visit, along with entry in the Hawaiian trip sweepstakes.

Started in 1988 with a Honolulu restaurant, Roy's has more than 30 locations, including 25 in the continental U.S., six in Hawaii, one in Japan and one in Guam. Roy's Hawaiian Fusion Cuisine combines European techniques and Asian cuisine. The upscale restaurants feature exhibition kitchens, with food preparation in full view of diners.