Competition to get the 'attention dollars' from prospective diners in the city is fierce. Fairmont combined their F&B experiences to drive a compelling dining option, which promoted the cooler climate, experienced later in the evening and needed a 'standout' campaign to resonate with the Palm Island residents.
Insignia discovered the unique insight that Palm residents are itching to get out in the evenings and nighttime to enjoy a social life in the slightly cooler climes. This spawned the idea of the 'afterglow' campaign that turned nighttime into day and celebrated the social and foodie crowd that enjoyed good times predominantly at night.
The Palm Island is a destination dining option in the city offering a plethora of choice(s). Print, social and outdoor was used to convey this compelling message and Fairmont quickly took category ownership of this quirky proposition and witnessed increased footfall in all restaurants and bars.