Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
InterContinental San Diego decided to transform an underperforming private dining room and adjoining rooftop terrace into the city’s first outdoor speakeasy, Garibaldi. Named after the bright orange state fish of California, as well as Italian revolutionary Giuseppe Garibaldi, the coastal food and beverage was inspired by the Italian island of Sardinia. Our goal: to build awareness and drive reservations for the unique new outlet. But how do you promote something that's supposed to remain a secret? Historically, speakeasies have operated through word-of-mouth. To stay true to the clandestine spirit of the concept, we chose to utilize the modern equivalent – the press and social media influencers – to spark curiosity in a more authentic way.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
To reach a broad, local audience, we identified 10 San Diego Instagram influencers in various verticals, including fitness, fashion and food with a combined audience of over 900,000 followers. We coordinated a photo shoot for each influencer in an iconic San Diego location. Backdrops ranged from ocean bluffs, city streets, and tourist attractions to keep locals on their toes as to which neighborhood the restaurant was located in, and all shots were outdoors to highlight the al fresco nature of the speakeasy. One eye-catching prop remained the same in the series of photos: a vibrant orange European-style scooter that would eventually live in the restaurant to encourage Instagram photos from guests. Each day in the 10 days leading to restaurant opening, one influencer would post their unique photo with the same teaser messaging “A new speakeasy is coming to San Diego. Can you @catchgaribaldi?” A similar print campaign ran simultaneously in local lifestyle publications, also directing people to the restaurant’s social account. After all influencers had posted, the campaign ended with a coordinated exclusive "reveal" article by Eater San Diego. In addition to the launch campaign, the InterContinental San Diego marketing team also led the branding efforts (no external firm was used), website build, and even developed the discreet, password-protected entrance process that involved an antique diving helmet hidden in the hotel lobby. In the 10 days between this marketing launch and the public restaurant opening, the campaign generated: • 1000+ reservation covers booked • Sold out opening party, raising over $5,000 for charity • 10,000+ interactions on influencer campaign posts (no paid reach) • Social media engagement rate over 3% even during pandemic/closure • Follower and engagement rate above established area hotel bars/speakeasies (no paid or fake followers)
Entry Title
Catch Garibaldi
Digital Marketing - Social Media Campaign
Digital Marketing
Entry Award: