OpenTable , the world’s leading restaurant booking platform, today reveals its new summer marketing campaign. Designed to ensure the ‘Open...
OpenTable, the world’s leading restaurant booking platform, today reveals its new summer marketing campaign. Designed to ensure the ‘OpenTable’ name is top of mind for diners and synonymous with discovering great dining experiences, the campaign roll out includes new countrywide broadcast adverts and sponsorship deal with Sky Pick, as well as taxi wraps and out-of-home in the capital.
“This campaign is the most comprehensive we have ever run in the UK,'' comments Adrian Valeriano, VP EMEA, OpenTable. “Summer marks the perfect time to remind diners of the variety of restaurants that are easily bookable via OpenTable. We are continually adding to the offering available through our platform from award winning restaurants to new hots spot and neighbourhood gems, and we want this campaign to inspire and encourage as many people as possible to delve into the wonderful food scene that the country has to offer.”
Valeriano continues, “We knew when putting together this campaign top-of-mind recognition for our brand name and what we do was crucial. So, we landed on the concept of ‘open’ signs and restaurant tables as a way to reinforce our brand and how we are uniquely placed to help diners secure instant restaurant reservations, but also as a way to show the choice and quality of the dining experiences available”.
Launching today, the broadcast campaign will feature three (1x20 second, 2x10 second) spots reinforcing the brand name through a series of revolving ‘open’ signs and different restaurant table settings, before going on to highlight OpenTable’s capability to provide a restaurant for any dining occasion. The broadcast campaign will run for eight weeks across multiple terrestrial and satellite channels.
The campaign creative was put together by Carmichael Lynch. Chief Creative Officer, Marty Senn, comments: “With OpenTable, it’s all right there in the name. It really is the brand diners can trust, so our goal was to help OpenTable become synonymous throughout the UK with finding the best restaurants for any kind of occasion.”
The campaign’s first creative began rolling out on June 1st across branded black cabs in London and Sky Pick as part of a nationwide sponsorship deal. Out-of-home will launch throughout the capital from mid-July. In addition, the campaign will be supported by PR, consumer marketing, social and digital activations. The campaign will come to a close at the end of August.
OpenTable, part of Booking Holdings, Inc. (NASDAQ: BKNG), is the world's leading provider of online restaurant reservations, with more than 50,000 restaurants globally using its software to seat over 120 million diners monthly. OpenTable helps diners discover and book the perfect table and helps restaurants deliver personalised hospitality to keep guests coming back.