- 01 BOOST Diners brand awareness
- 02 ADDRESS new & existing market segments
- 03 OFFER exclusive benefits for card members throughout the event
- 04 PROMOTE Diners brand’s privileges program
- 05 EXPAND the network of affiliated restaurants & partner companies
CLIENT: ALPHA BANK & DINERS CLUB INTERNATIONAL
Not many people know that the story behind the Diners Club began…with a forgotten wallet!
In 1949, businessman Frank McNamara was having dinner in a Manhattan restaurant and when the bill arrived he realized he had no cash to pay. It was an embarrassment he resolved never to face again. The shortness of cash led McNamara to the idea of using charge cards in restaurants. One year later he tried settling the bill by paying with a small cardboard card, known today as a Diners Club card. This event was hailed as the "First Supper," paving the way for the world's first multipurpose charge card.
Frank McNamara founder Diners Club not as a bank or company, but in the spirit of a club-an idea that helped people come together and join hands over a nice meal.
BRIEF & OBJECTIVES
CONCEPT & APPROACH
After doing some extensive research in the food industry and talking to numerous restaurant owners and potential guests, we realized that it would take more than a catchy tagline to engage the restaurants for the 1st time.
What would be the best way to combine successfully the Diners brand’s core values and history with our agency’s expertise? We came up with the globally established concept of Restaurant Weeks. It was a perfect match. The 1st Athens Restaurant Week by Alpha Bank & Diners Club International was launched on February 1st-7th 2016.
In order to boost our 7-day citywide culinary event we had to develop and run a large-scale, media-intensive, 360° marketing campaign.
Our goal? To establish Dine Athens Restaurant Week as the highest quality gastronomy event in Greece.
- Browse Restaurants
- See Menus
- Book Tables
BEST DISH AWARD INSTAGRAM COMPETITION
GASTRONOMY EXPERTS & OPINION INFLUENCERS
Smart brand alignment strategy ιnto all media outputs
EXCELLENT CLIENT/RESTAURANT FEEDBACK:
- “Very user-friendly website and easy booking procedure completed in a few simple steps!”
- “A huge success! It should be organized twice a year and last for more than one week!”
- “The event boosted my restaurant’s sales in the low season!”