OpenTable debuts first TV advertising campaign in London
OpenTable, the leading consumer destination site for restaurant bookings in the UK today announced the launch of the company’s first TV advertising campaign, “being choosy just got easy”. Running through September, the TV advertising is part of a larger cross-channel branding campaign in London including tube card panels, print, and social media.
Created with advertising agency ROTHCO and media planning and buying agency MNC, the campaign demonstrates the ease of using the OpenTable app to discover, research and instantly make a confirmed restaurant booking. The strapline, “being choosy just got easy” encompasses the core idea of the campaign – that people are too busy to spend hours researching, comparing and calling, to find the perfect restaurant table and the OpenTable app enables diners to do the thoughtful work, but all in a matter of seconds.
The three different TV executions reveal the simplicity of making an online booking by focusing on the app’s features in different settings. The first spot shows a booking being made at a pub for a restaurant nearby (Peanuts), the second reveals a booking being made during a meeting (Meetings) and the third shows a couple planning a quality meal out together (Quality Time).
The campaign will expand in late August to include Tube card panels on the London Underground as well as various print and social media advertising.
Commenting on the campaign, Mike Xenakis, managing director of OpenTable International said: “The OpenTable app takes the starring role in our new brand campaign to demonstrate the ease and convenience of making an online restaurant booking and dispel the myth that the best way to book is by phone. The video format enabled us to walk through the detail of various features – from looking for a nearby table at the last minute to perusing popular dish photos all the way to making a confirmed booking in under 30 seconds.”
Richard Carr, Director of Agency Brand Management and co-owner of ROTHCO, said: “We were thrilled to work with such an established brand and industry leader to raise awareness of their product attributes. Consumers will embrace technology if it makes life easier for them so the creative centered on demonstrating just how simple and fast it is to make a reservation in real time. This in turn underpins the prowess of the OpenTable technology. A win-win for the consumer and restaurant industry.”
With over 4,000 bookable restaurants, OpenTable is the leading provider of online restaurant bookings in the UK. Visitors to OpenTable from a computer or mobile device can search by restaurant name or location, then further filter by cuisine, price, or even special offers to make an instantly confirmed restaurant booking. OpenTable has seated more than 25 million diners in the UK and have accumulated over 2 million restaurant reviews from verified diners.
Notes to Editors:
Download the OpenTable app at http://www.opentable.co.uk/mobile/
About OpenTable, Inc.
OpenTable, part of The Priceline Group (NASDAQ: PCLN), is the world”s leading provider of online restaurant reservations, seating more than 15 million diners per month via online bookings across more than 31,000 restaurants. The OpenTable network connects restaurants and diners, helping diners discover and book the perfect table and helping restaurants deliver personalized hospitality to keep guests coming back. The OpenTable service enables diners to see which restaurants have available tables, select a restaurant based on verified diner reviews, menus, and other helpful information, and easily book a reservation. In addition to the company’s website and mobile apps, OpenTable powers online reservations for nearly 600 partners, including many of the Internet’s most popular global and local brands. For restaurants, the OpenTable hospitality solutions enable them to manage their reservation book, streamline their operations, and enhance their service levels. Since its inception in 1998, OpenTable has seated more than 620 million diners around the world. The Company is headquartered in San Francisco, California, and the OpenTable service is available throughout the United States, as well as in Canada, Germany, Japan, Mexico, and the UK.
Founded in 1995, Rothco – www.rothco.ie – is Ireland’s leading independent creative agency. The dynamic agency is global lead agency for Hailo, and most recently lead creative digital for Heineken, and locally for AIB, Cuisine de France, Dublin Bus, HSE, Liberty Insurance, Meteor, Opel, and Unilever. Rothco’s groundbreaking work has been recognised by the industry with awards from APMC, AdFx, ICAD, Love Radio, The Marketing Society (UK), MIDAS, and Shark Awards; and lauded in the press locally and internationally. The increasing new business wins and client work, it sees Rothco continues to expand its team with another 20 staff being recruited in the past six months bringing the head count to 130 staff based in their Dublin office.