OpenTable Campaign 2021–2022
An international campaign encouraging diners to get back out there and dine on, following the impact of the pandemic on restaurants.
Dine On was the rally cry of a comprehensive multi-channel campaign, spanning OOH, email, social, blog, and beyond. We took over billboards, busses, transit shelters, pedicabs, and EV charging stations in 7 key cities, with a goal of increasing bookings and brand perception within those markets. The campaign put our restaurants front and center – using hyperlocal messaging and photography to promote specific restaurants in each market.
Role: Lead Designer
Team: Julia Borghini Director, Alyson Lund Producer, Katelyn Stetler Production, Chandni Thawani Social Design, Cole Wilson & Jonah Rosenburg Photographers, Blink Media Photo Production Agency
In partnership with Blink Media, we art directed 18 custom photoshoots to produce content for the campaign—over 300 image assets.
Image credits to Blink Media, Cole Wilson, & Jonah Rosenberg
The 200+ OOH placements were as localized to the cities and street corners as possible. Everything stemmed from the main campaign framework — Dine On and You don’t need a reason, you need a restaurant — and spun to include city-specific jargon & restaurants within the neighborhoods.
The digital portion of the campaign consisted of email, organic and paid social, banner ads, guide content, blog posts, and a media kit for featured restaurants and our Sales Org.
Two videos were produced in tandem with this campaign — the first produced in-house, and the second in partnership with SharkPig Studios.
