2014 Downtown Restaurant Week Look Book

Aug 9 - 17

2014

Concept + Objective

CONCEPT + OBJECTIVE Concept: Now in its 12th year, Downtown Atlanta Restaurant Week featured an impressive roster of more than 30 restaurants offering brunch, lunch and dinner fare at specially priced $15, $25 and $35 menus. From Saturday, August 9, to Sunday, August 17, 2014, Atlantans and visitors alike marked their calendars to experience the unique culinary offerings of the vibrant, culturally rich neighborhood.

Objective: Forging a path for restaurant weeks in Atlanta as the first event in 2002, the Downtown Atlanta Restaurant Week team works each year to refine objectives and enhance programming to continually reinvent the much anticipated annual promotion.

In 2014, the team sought to encourage event goers to dine at new establishments as well as return to Downtown’s culinary stalwarts, many of which paved the way for the neighborhood’s diverse dining scene. Driving trial and return business continues to support the overall goal of the program, to increase exposure and sales for restaurants in Downtown Atlanta.

Get your yum on during Downtown Atlanta Restaurant Week! $15, $25 + $35 prix-fixe menus thru 8/17.

Book it. #DARW2014 // @opentable_ATL

The brainchild of Central Atlanta Progress (CAP), Atlanta Restaurant Weeks is now a collective effort supporting Buckhead, Midtown and Downtown Atlanta Restaurant Weeks, led

by CAP and its partners, The Reynolds Group and the Atlanta Business Chronicle.

Central Atlanta Progress: Organized and executed Downtown Atlanta Restaurant Week through successful outreach to restaurants the community and sponsors, as well as innovative marketing and social media efforts.

The Reynolds Group: Oversaw all PR and design, creating targeted media opportunities and a comprehensive marketing toolkit for all restaurants and sponsors which encompassed event signage and digital marketing components.

The Atlanta Business Chronicle: Worked to acquire key sponsors and featured full-page ads for Downtown Atlanta Restaurant Week in four issues of the weekly newspaper. In addition, the publication included a one-week banner sponsorship in its daily email and a featured banner ad on The Atlanta Business Chronicle’s website.

Partnership

PARTNERSHIP

Sponsors

SPONSORS The Atlanta Restaurant Weeks team is able to showcase a more robust and effective program through the generous support of sponsors. This year, Celebrity Cruises, Coca-Cola, American Express, OpenTable. com , WABE and Atlanta Eats provided a combination of monetary support and event promotion, all while receiving awareness through Downtown Atlanta Restaurant Week web placements, collateral inclusion, partner marketing, event participation and social media outreach.

Sponsors

Celebrity Cruises koozies

This year, American Express速 Cardmembers were able to take advantage of Downtown Atlanta Restaurant Week, getting $5 back when they spent $25 or more at participating restaurants.

American Express

AMERICAN EXPRESS

4.

Enrollments were strong for Downtown Atlanta Restaurant Week, with more 3,800 Cardmembers participating.

Celebrity Cruises

CELEBRITY CRUISES As part of Downtown Atlanta Restaurant Week, Celebrity Cruises showcased their “Dine and Sail with Celebrity Cruises� Sweepstakes where visitors to the Downtown Atlanta Restaurant Week website could enter for a chance to win a $1,000 Celebrity Cruises gift card to be used toward a modern, upscale cruise vacation for two.

Now through August 17th: Downtown #Atlanta Restaurant Week presented by @downtownatlanta. #DARW2014 // @amgastronomer

Coca-Cola provided exceptional product and brand support throughout Downtown Atlanta Restaurant Week.

The Coca-Cola Company

THE COCA-COLA COMPANY

OpenTable.com

OPENTABLE.COM OpenTable.com featured Downtown Atlanta Restaurant Week in two “Insider Diner” email newsletters and provided social media coverage for the event via Facebook , The Atlanta Twitter feed and the corporate blog “Dining Check.” In addition, a dedicated event page was included on OpenTable.com and the event was promoted on the Atlanta homepage.

WABE, Atlanta’s NPR station, provided event promotion by broadcasting public service announcements on behalf of Downtown Atlanta Restaurant Week.

WABE

WABE

Participating Restaurants

PARTICIPATING RESTAURANTS

Sample Menus

SAMPLE MENUS

$25 DINNER MENU

$35 DINNER MENU

$15 LUNCH MENU

FIRST COURSE Traditional Guacamole tomato,lime, red onion, serrano Chicken Tinga Tostadas chorizo, pico de gallo, chipotle, crema, queso fresco, micro cilantro Corvina Sea Bass Ceviche lime, pico de gallo, avocado mousse

FIRST COURSE Vegetables Local Lettuce, Watermelon Radishes, Baby Carrots, Tomatoes, Tarragon Vinaigrette Pimento Cheese Crispy Cheese, Green Tomato Marmalade, Strawberry Jam

FIRST COURSE Chilled Gazpacho crispy tortilla strips Bang Bang Cauliflower tempura fried, kung pao sauce Milbrandt “Traditions” Evergreen House Salad cherry tomato, shaved carrot and sunflower seeds, creamy romano peppercorn dressing or tomato balsamic vinaigrette

SECOND COURSE Steak Tacos cipollini onions, noplales, Asher blue chess crema, mescal salsa borracha Roasted Chicken Mole Oaxaca mashed plantains, grilled green beans Vegetable Platter ask your server for today’s selection THIRD COURSE Coconut Tres Leches passion fruit sauce, whipped cream Churros salted cajeta sauce, chocolate-ancho sauce

SECOND COURSE Brisket House Smoked, Coca-Cola BBQ Sauce, Green Tomato Chow Chow, Cheddar Grits Swordfish Vermouth-Tomato Chutney, Green Garlic Grits and Herb Oil Fried chicken Honey Fried Chicken, Pickled Vegetables, Green Garlic Grits, Red Eye Gravy THIRD COURSE Berry Buckle Butterscotch Pudding

SECOND COURSE Salmon Burger freshly ground salmon, brioche bun, roasted red pepper mayonnaise, French fries, cole slaw Fish & Chips french fries and cole slaw Chopped Greek Salad & Grilled Shrimp diced olives, cucumbers, tomatoes, chick peas and feta

Marketing

MARKETING Unique branding concepts were developed for Downtown Atlanta Restaurant Week to ensure that every design element from the website to press and online advertisements generated awareness for the program and recognized all sponsors. Marketing initiatives were prominent throughout the neighborhood and social media outlets, calling for Atlanta diners to experience the area’s best restaurants and highlighting sponsor programming.

Downtown Atlanta Restaurant Week’s website atlantadowntown.com/ fun/restaurant-week, promoted the event, featured menus of each of the participating restaurants and put the spotlight on key event partners and sponsors.

• A Facebook fan page served as an interactive platform for timely event announcements, photo albums, media placements and communication.

• Branded check presenters were provided to all participating restaurants in the weeks leading up to Downtown Atlanta Restaurant Week and during the event showcasing the Celebrity Cruises “Dine and Sail” promotion.

• A dedicated eblast was distributed through several targeted databases, including subscribers for email lists of Central Atlanta Progress, The Reynolds Group, The Atlanta Business Chronicle and participating restaurants.

• Brand recognition continued with bar signs to increase awareness among restaurant patrons.

• For concierges to encourage hotel guests to take advantage of the week, menu books featuring the participating restaurants and their menus were compiled and given to key Downtown hotels.

Marketing

MARKETING

Marketing

EVENT SIGNAGE

“Travel + Leisure Magazine’s “World’s Best” awards announces Celebrity Cruises as

#1 Top Mega-Ship Cruise Lines for 2013” - As seen on NBC’s Today Show.

Dine Now...Sail Later!

Experience the modern luxury that is Celebrity Cruises

through a $1,000

cruise certificate for two, to use

towards a cruise of your choice.

celebritycruises.com/ restaurantweek

Visit us at celebritycruises.com/restaurantweek for a chance to win. By submitting your information, you will be entered in to the Dine and Sail with Celebrity Cruises Sweepstakes.

Bon Appetit!

NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.) 21 YEARS AND OLDER. VOID WHERE PROHIBITED. Sweepstakes ends 9/15/13. For Official Rules, prize descriptions and odds disclosure, visit www.celebritycruises.com/restaurantweek.

Sponsor: Celebrity Cruises Inc., 1050 Caribbean Way, Miami, FL 33132.

AtlantaDowntown.com presented by

Bar Signs

Large Posters

Check Presenters

Billboards featuring the Downtown Atlanta Restaurant Week promotion were showcased at the W Atlanta Downtown and on the Peachtree digital billboard, capturing the attention of Atlanta drivers.

Ads

BILLBOARDS

Ads

PRINT ADS

Signature

M EN US from Downtown’s

Savor theDates

AUG 9 - 17 2014

best restaurants,

exclusively priced

at $15, $25, $35. {plus tax and tip}

participating restaurants

presented by:

Atlanta Business Chronicle print ads

Circulation \\ $169,000

The Downtown Atlanta Restaurant Week website www.atlantadowntown.com/fun/restaurant-week garnered over 240,000 total pageviews over the course of the media campaign.

Three dedicated email campaigns were sent to over 13,000 opt-in subscribers.

We are preparing our stomachs for #DARW2014! Which restaurant are you trying out in @downtownatlanta next week? // @flavorsatl

Online

WEBSITES + EMAIL

Email Campaign

Event Marketing

BUSINESS BITES As a countdown to the kick-off of Downtown Atlanta Restaurant Week, participating restaurants set up shop at Peachtree Center and One Ninety One Peachtree Tower on August 6th, providing Downtown’s business crowd with complimentary bites and tastes during the lunch hours.

The preview event was promoted through: • Dedicated Mailer // 5,000 pieces to 235 businesses in 18 buildings • Peachtree Center email distributed to 6,000 recipients • 191 Peachtree email 191 Peachtree email distributed to 4,000 recipients • Menu Book // 37 hotels and the Downtown Atlanta visitor’s center #FoodieNews - who’s been to any of the eateries during #DARW2014?

I think I will tonight! #yum // @Eatndrinkwithme

Celebrity Cruises winning Instagram

Cruising through @downtownatlanta thanks to @celebritycruises - official #darw2014 sponsor! #bedowntown #weloveatl

Eat. Tweet. Repeat

The “Eat.Tweet.Repeat” event gathered media for a first taste of Downtown Atlanta Restaurant Week on Thursday, August 7. Guests were taken on a progressive walking tour where light bites and cocktails were served at three participating restaurants, McCormick & Schmick’s, Ted’s Montana Grill and Thrive. Attendees were asked to “check in” at each restaurant on Facebook, Twitter and Foursquare as well as share photos on Facebook, Twitter and Instagram using the hashtags #DARW2014 and #BeDowntown. The person with the most creative Tweet or Instagram post of the evening won a special prize from Celebrity Cruises.

EAT. TWEET. REPEAT.

Shop and Dine

SHOP AND DINE Downtown Atlanta Restaurant Week complemented the unique Downtown Atlanta pop-up retail program, creating a complete Shop & Dine experience. Downtown dwellers and visitors had the opportunity to enhance their restaurant week adventure by visiting the Downtown Pop Up Shops, conveniently located near participating restaurants. Promoted as “Shop & Dine,� guests could peruse a variety of retailers offering clothing, gifts, accessories, local goods and more.

During the food festivities, Downtown Atlanta Restaurant Week also promoted happenings in the Atlanta area, inviting diners to enjoy athletic events and concerts. This gave people the opportunity to discover more of what Downtown Atlanta has to offer, be it a Dreams game to the Children’s Museum of Atlanta.

Take your date out & stay on budget w/ deals during @DowntownAtlanta Restaurant Week: #DARW2014 // @occupymyfamily

Stay and Play

STAY AND PLAY

Media

MEDIA Downtown Atlanta Restaurant Week was showcased by more than 30 media outlets including: • 97.1 The River • Atlanta.net • Atlanta Eats • Atlanta Food & Beverage Hospitality Magazine • Atlanta Intown • CBS “Better Mornings” • Creative Loafing • Eater • The Atlanta Business Chronicle • The Atlantan • Zagat

$1,331,665AVERAGE TOTAL SALES 36 PARTICIPATING RESTAURANTS MEDIA IMPRESSIONS 5,428,497 $8,617.38 IN PRESS ADVERTISING EQUIVALENCE 47,424 DINERS FACEBOOK FANS 5,113 240,000 WEBSITE VIEWS

The Numbers

THE NUMBERS

THANK YOU