toptable Unveils New Branding Campaign in London
LONDON – 6 February 2013 – toptable, the leading consumer destination site for restaurant bookings in the UK along with its parent company, OpenTable Inc. (NASDAQ: OPEN), today announced a new branding campaign in London. The campaign will appear on a variety of digital and print out-of-home formats in central London Underground stations and bus stops.
The campaign, created with advertising agency Inferno, brings to life a dining call-to-arms – the Table Manifesto – through personified tables. The Table Manifesto is an exploration of the power of the restaurant table, as told by the table. Creative consists of people posing as tables and personifying the experiences that occur around the perfect restaurant table.
The Table Manifesto
I am a restaurant table.
I have four legs. A top. And that’s it.
And yet, I am so much more.
I bring people together.
I spark debate.
I hear laughter. Sweet nothings.
And things that should go no further than this table.
I take old friends back in time.
And turn Mummies and Daddies back into Husbands and Wives.
Now what can I do for you?
“The manifesto goes to the core of our consumer brand: we love what can happen around a restaurant table. With nearly 4,000 bookable restaurants in the UK, toptable makes it easy for diners to discover and book the perfect table,” said Mike Xenakis, Managing Director of OpenTable International. “The advertisements are strategically placed to highlight the density of available tables waiting for discovery around every tube stop, train station and in every neighbourhood. A few taps to your smartphone or a quick visit to toptable.co.uk enables that discovery and makes it incredibly easy to make an instantly confirmed booking,” he added.
Advertisements will appear inside London Underground carriages, on cross track sheets and projections, and digital billboards in train stations and central London bus stops. Location-based advertisements play on their proximity to available tables with digital billboards featuring an oversized pin landing next to a personified table, highlighting all of the available tables nearby and bookable on toptable.co.uk or a toptable mobile app.
Tim Doust, Founding Partner of Inferno, commented, “We loved the process of creating work for a category not typically associated with big advertising pushes. As toptable set the bar for this category our creative had to be best-in-show. The Table Manifesto presents spot on emotional cues that encapsulate what eating out is all about. However, what really makes this work unique is the use of digital out-of-home (DOOH) formats; the campaign leverages geo-localisation to its full potential, reaching consumers on-the-go with highly relevant messaging and call-to-actions, inviting them to book great restaurant tables in the area.”
In addition to the outdoor branding campaign, toptable is inviting diners to share their table stories by sending a photo of their favourite experiences around a table on Twitter to @toptable with the hashtag #tablestory. Photos will be displayed at tablestories.toptable.co.uk and entered into a weekly drawing to win dinner for two at a toptable restaurant of their choice (£150 value). Full details of participation may be found at tablestories.toptable.co.uk.
- In total, there are 74 different advertisements across five different formats in bus and London Underground stations;
- two of the personified tables are professional actors, one is a member of the creative team at the Inferno agency;
- advertisements will appear for a four week duration beginning 6February, 2013.
With nearly 4,000 listed restaurants, toptable is the leading provider of online restaurant bookings in the UK and is powered by OpenTable hospitality solutions for restaurants. Visitors to toptable from a computer, phone or tablet may search by restaurant name or location, then further filter by cuisine, price, or even offers. toptable members earn dining rewards points for online restaurant bookings. Reward points are redeemable for dining cheques which can then be used at toptable restaurants. Cumulatively, toptable and OpenTable have seated more than 25 million diners in the UK and have accumulated over 2 million restaurant reviews from verified diners on toptable.co.uk.
About OpenTable, Inc.
OpenTable is the world’s leading provider of online restaurant reservations, seating approximately 10 million diners per month via online bookings across more than 26,000 restaurants. The OpenTable network connects restaurants and diners, helping diners discover and book the perfect table and helping restaurants deliver personalised 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 385 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. OpenTable also owns and operates toptable, the leading consumer destination site for restaurant reservations in the UK.
Founded in 2000, Inferno has grown to hold the reputation of one of London’s most cutting-edge creative agencies. Among their dynamic roster, Inferno are currently global lead agency for Nokia and have recently won business from Sky, Rescue Remedy, NSPCC and the London Dungeons. Inferno’s distinctive work has been recognised with awards at Montreaux Rose, Creative Circle, Marketing Week Engage, One Show New York and the Marketing Society. From their stunning offices in the heart of Covent Garden exceptional work, by their team of 120 staff, has left their doors and made lasting impressions for a wide range of clients including Electrolux, Unilever, Nestle, Budweiser and Honda.