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Marketing Parameters/ Creative
Solution
The primary objective was to build awareness and name recognition of Silks, an upscale restaurant with a "quiet" ambiance. Amidst the volatile bustle of San Francisco's countless award-winning restaurants, we chose to focus on the sensual aspects of silk, leveraging the name equity and "quiet" perception as a positive, by conjuring visions of elite power deals taking place with a whisper.
(Copy:)
Experience a unique tapestry
of culinary art...
Slip into Silks.
Series Alternatives
1.) Slip into Silks, For elegance
you can feel.
2.) Turn down the volume in this very noisy world. Slip into Silks.
3.) Hushed. Private. And unequivocally grand. Slip into Silks.
4.) For those who prefer NOT to "see & be seen." Slip into Silks.
5.) There are reasons secrets are kept here. Slip into Silks.
6.) If you want their attention, just whisper.
Unobtrusive service. Stylish and serene.
Campaign Extensions:
Regional ad to cross-promote
weekend hotel stays: Slip into San Francisco.
Pre-theater ad: silk gloves resting on theater booklet:
Slip into Silks...and enjoy the show.
Trade ad (food & beverage/catering): white silk damask, wedding veil:
Celebrate the senses...Slip into Silks. Image
ad, food, beverage, restaurant, hospitality, hotel, resort, tourism, chef, cuisine,
pre-theatre, catering
Design: Ing Design,
Palo Alto, CA
