NYC Restaurant Week
NYC Restaurant Week campaign in New York City. Creative Direction by Emily Lessard.
NYC Restaurant Week is a dining event now in its 23rd year. The challenge was to build a younger audience while retaining its loyal fanbase.
The new strategy combines social media-driven engagement with an inspiring, playful and beautifully designed CTA: “Eat Up.”
Little known fact: I came up with the “Eat Up” tagline.
Since the “Eat Up” campaign was launched in 2014, RW reservations have grown by 15%. The 21-35 year-old audience has grown by 22%. The social channels created for the relaunch have grown: 33% on Facebook and 52% on Instagram.
Photography: Tagger Yancey, Christopher Postlewaite
Video and photography management: Kathleen Fox
Video editing: Mary Beth Dickerson, Thomas Perry, Collin Ruffino