SECTOR: TRAVEL & HOSPITALITY
Dan Marino's Restaurant
Dan Marino's restaurants were in need of a name change from Dan Marino's Town Tavern to Dan Marino's Fine Food & Spirits with the goal of attracting a more sophisticated clientele. Dan Marino's had grown to five restaurants and has a goal of adding several more restaurants during the coming year.
An "8th Anniversary Celebration" and the new name of Dan Marino's Fine Food & Spirits would be introduced during a month-long campaign that would include a "Student Achievement" program.
Malkus Communications developed a "Student Achievement" promotion that rewarded students' good grades with free restaurant coupons and a chance to enjoy dinner with football legend and TV sportscaster Dan Marino. 100 students and their parents would enjoy a private dinner with Dan Marino. At each of the five restaurants, free autographed footballs were given to student achievement winners.
Additionally, a "Salute To Educators" event was held a week prior to the anniversary that attracted over 2,000 Broward County School employees on the last day of school. A band performed and drink specials were part of the end of the school year event.
Live television reports aired during the evening TV newscasts when student winners and their parents enjoying dinner with Dan Marino. Then, a community celebration included a special honor by the Florida Sports Hall of Fame to Dan Marino and the announcement of a sixth restaurant that would be opening in Plantation. The 8th Anniversary celebration included music by the popular band Gypsy Lane and a live radio broadcast from Las Olas Riverfront. Additionally, free autographed footballs were given to the crowd during the community celebration.
As part of the 8th Anniversary celebration, lunch and dinner specials were promoted at the five restaurants for two weeks. Discounted coupons to bring customers back to the restaurants were part of every anniversary event.
The Student Achievement and 8th Anniversary Celebration at Dan Marino's Fine Food & Spirits generated 4.2 million media impressions and let all of Florida know of the expansion of Dan Marino's restaurants. Positive community relations were achieved with school board members, teachers, parents and children of all ages.
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