Adrian Awards 2017
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Entry Title
The Dorsey Ad
Division
Advertising
Category
MAGAZINE OR NEWSPAPER -Consumer
Sub-category
Advertising Single Entry
First Name
Bryant
Last Name
Nguyen
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
We aimed to create awareness of the brand to our audience.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Our audience is adults looking for a first-class cocktail and a place to have a nice conversation.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
We reviewed the brand positions of other bars particularly ones on the Las Vegas strip.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The Dorsey is a high-design, memorable cocktail spot for the worldly, curious, and engaged. A rich palette of gold and black infused with an old-school service pedigree, The Dorsey inspires a “devil-may-care” sense of possibility and is known for quality and discretion. With that sense of attitude came "The Nemesis" character which is featured in our ads.
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.
We achieved awareness of the brand as guests who entered our property remembers the creative and often comments on the "man with the cat bar."
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Return on investment has been positive.
Entry Award:
Gold