Being a 'tour de force' in the ever-so-competitive Dubai dining scene, Emaar Hospitality Group through The Address, Vida and The Palace brands, wanted to capitalise on their category ownership and elevate their f&b proposition further.
A bespoke 'Dine&Dream' concept was created to embrace the 37 impressive locations in an 8-week promotional campaign. Centred around a new website with inherent mobile browsing capability, recognising that many dining decisions are made on the fly, the concept was deployed with a fully integrated launch campaign.
Data capture was at the heart of the brief, so the need to reward diners with aspirational prizes and immediate discounts delivered further compelling reasons to register online and dine. Use of the existing database, paid, earned and social channels with bold, innovative messaging and opulent location imagery, helped to deliver over 4,000 new diner registrations in two weeks.