 TOOTSIES
BACKGROUND:
Achieve coverage in local media, create excitement and encourage
local people to visit new restaurant in Tunbridge Wells
MEDIA SKILLS:
Agency organised family-themed promotions on two key local
radio stations INVICTA FM ran 5 days of pre-promotion +
1 week promotion with prize to win a family trip to St Louis,
USA, where burger was first created CAPITAL GOLD weekend
promo organised to win free family meals Launch party organised
attended by media, competition winners, local business people/movers
& shakers The Mayor officially opened the restaurant
and was interviewed by local media including The Index Magazine
[Circ. 60,000]; Kent & Sussex Courier [Circ. 110,544];
KM Extra Series [Circ. 43,458]
CREATIVITY:
Agency created “100th anniversary of the burger”
celebration to ensure news/feature/competition hook for
media. Also created branded 100th anniversary merchandise
for promotional use
INTEGRATION:
Daytime and evening sampling staff employed to raise awareness
of location. Staff targeted different areas at key times
[e.g. train station at rush hour] and handed out Tootsies
merchandise, balloons and meal vouchers
DELIVERABILITY:
Minimum total reach of coverage in all local media 2,135,010
COMMERCIALLY FOCUSSED:
One of the most successful launches with high levels of
footfall in first months. Similar PR campaigns being planned
to support openings in summer 2005
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