St. Augustine Independent Restaurant Association

OVERVIEW:

When competing with larger chains, building awareness is crucial for independent restaurants. The St. Augustine Independent Restaurant Association (SAIRA) is a collection of 17 independently owned restaurants in the historic Florida city. To reach a mix of local residents as well as tourists, SAIRA worked with Comcast Spotlight on a multi-screen advertising campaign.

STRATEGY:

In a natural tie-in, SAIRA took advantage of the opportunity to have its name associated with one of the hottest "foodie" shows on TV: Food Network's Chopped. Promotional commercials for new episodes of the series included a message that the show was "brought to you by" SAIRA. The commercials aired on Food Network as well as other top channels like Bravo, CNBC, ESPN, FOX News and HGTV. On Xfinity.com, an expandable banner advertisement featured a rotating "carousel" of SAIRA's member restaurants. Visitors could click on any of the restaurants to watch a video and learn more about that option, map its location and contact the restaurant.

SUCCESS:

SAIRA’s multi-screen advertising campaign generated approximately 86,000 customer interactions, with many consumers clicking on map links to one of the association’s restaurants.

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