CREATIVE BRIEF

KEY FACT

Rooftop is a restaurant and bar that offers scenic views of Athens, live music, and a relaxed atmosphere within the downtown scene, all housed on top of the historic Georgia Theatre.

TARGET AUDIENCE

Young professionals or students ages 21- 30 looking for a more sophisticated yet laid back environment.

INSIGHTS

Rooftop is a hidden gem downtown that embodies the quirks of the Athens community. The atmosphere is lively & young, while the culture is laid back & sophisticated, embracing the energy of the college town while transitioning into a more mature scene. OBJECTIVES

• Increase awareness of

Rooftop as an offering of Georgia Theatre • Increase top of mind awareness of Rooftop as a food option and daytime lunch spot • Create a unique but cohesive brand voice for

Rooftop • (through Instagram,

Snapchat filters, merch, strategic partnerships, events) • Create a unique brand voice for Rooftop that is cohesive with the

Georgia Theatre brand • Increase social media presence on Instagram through new content and cross platform promotion

PROMISE

Come for the food, stay for the views. SUPPORT

The Rooftop has food, brews, views and is an Athens staple.

TONE AND MANNER

Like your local Athens townie with a millennial twist, Georgia Theatre Rooftop speaks with a tone that is friendly, clever and authentic.

Friendly/welcoming: to paint Rooftop as a more approachable and fun spot for University of Georgia students to grab a drink or a snack. Clever/witty: to connect to the loyal Athens/ Georgia Theater crowd who appreciate art and language Authentic: to remain timeless, honest and direct. A voice that does not over promise, oversell or use cliches.