Medieval Times Dinner & Tournament

OVERVIEW:

Families have many options for a night on the town. But to help ensure they make it a knighton the town, Medieval Times Dinner & Tournament of Lyndhurst, NJ, chose a multi-screen advertising campaign to build brand awareness.

STRATEGY:

Looking to reach younger audiences and parents of children - particularly moms, who often take the lead in planning family events - Medieval Times focused its television advertising on networks like ABC Family, Bravo, History, Lifetime, MTV Nickelodeon and USA. Advertising was geographically targeted to within a 25-to-40-mile radius of the restaurant. By focusing on a specific set of networks in that area, the restaurant was able to boost frequency, keeping it top of mind. With such a compelling experience, the restaurant also took advantage of Comcast Spotlight's video-on-demand advertising platform to offer potential guests a longer look at what happens behind the scenes at the local "castle." Digital advertising on Xfinity.com sweetened the deal, with a "kids eat free" offer and the ability to book a visit simply by clicking on the ad.

SUCCESS:

A thoroughly modern approach to multi-screen advertising helped Medieval Times deliver big results. During the marketing campaign, year-over-year sales and revenue increased by nearly 20%, and the restaurant was on pace to notch its second consecutive record-setting year

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