2010 Winners & Shortlists

The Brief

The target audience was the existing customers. As for the strategy of the campaign, it was to remind their regular customers of the dining services that Al Bustan Rotana offers, specifically during valentine. Since what usually happens is that, all the Hotels/ restaurants compete to capture the highest number of customer through various valentine offers and attractions.

Creative Execution

Usually in various restaurant ads, the focus is on making the food itself shaped like heart but never the utilities. As for the strengths, this design suits all the different types of restaurants/cuisines. Furthermore, when the artwork was designed , it was taken into consideration the diversity of nationalities in the U.A.E so we did not use any certain type of food that might seem revolting to certain sect- such as steak-.As for why it is appropraite for the brand , it is because the art work is classy which represent the Al Bustan Rotana Identity.

Describe the creative solution to the brief/objective.

Since the main purpose was to remind the regulars of the dining services that Rotana offers during valentine, we knew that we needed to incorporate Valentine’s symbol and the dining experience in a non-conventional way. Thus, the idea of the design was created. The client accepted the design and used it in various literatures.

Results

The artwork, which was part of the campaign, managed to retain most of its regular customers with an increase of 9% of total revenue, compared to last year, even though, one of the restaurants was closed for renovation. In conclusion, the target behind this artwork was achieved.