Restaurant reservation website, OpenTable, has launched its first brand campaign in the Australian market.
The campaign has been designed to showcase OpenTable’s reservation platform, used by diners to discover and book restaurant exoperiences.
The integrated campaign, across out-of-home, digital and influencer events, will run for four weeks from 31 October 2016. Out-of-home advertising will be showcased in prominent sites across Sydney and Melbourne, including Norton Street and South Darling Street in Sydney and Lonsdale Street and St Kilda in Melbourne. Street level and bus-side advertising will also be featured in Sydney. Digital versions of the creative will run across Time Out, Broadsheet, Instagram and Facebook.
“Our new campaign highlights how easy it is to make a booking through OpenTable. Whether you are dining out for a special occasion or a local weekday supper, finding the right restaurant table is key to making your meal a memorable experience. Through the OpenTable app and desktop site diners can search, discover and reserve the restaurant table that’s best for them,” said Lisa Hasen, vice president, APAC.
Four unique situations, including a dog grooming table, a surfboard workshop, massage table and library, form the basis of the campaign visuals, humourously showcasing what can happen if you leave securing a restaurant table to chance. Playing on the humour of the situations, the creative is aimed at encouraging Australian diners to ‘next time, get the right table’.
The original illustrations were commissioned from Tim Tomkinson, whose work has appeared in The New Yorker, GQ and Rolling Stone amongst many others.
The essence of the campaign messaging and visuals will also be carried across the OpenTable desktop site and app. Additionally, OpenTable will be the exclusive booking partner for the Broadsheet Restaurant in Sydney through to 4 December and will be sponsoring a family-style dinner event on 22 November. OpenTable will also partner with Time Out in Melbourne to host the Time Out Chef Showdown event on 13 November.
“Sydney and Melbourne are two of the world’s great dining cities. Not only do we have top home-grown talent but we are also seeing international chefs and restaurants bringing their offerings to Australia, recognising the potential of the market. We are excited to bring this campaign to life and continue to connect great restaurants with enthusiastic diners,” said Hasen.
OpenTable currently works with more than 38,000 restaurants globally, including Dead Ringer, Lotus Dining and Momofuku in Sydney and Grossi Florentino, Movida and Red Spice Road in Melbourne.