How Brill Media helped an Italian restaurant stand out in Times Square
Manhattan Restaurant
Attract tourists to an upscale Italian restaurant in Times Square
Overview
Deliver Hungry Tourists
In the fiercely competitive dining scene of Times Square, where countless restaurants vie for the attention of millions of visitors, standing out is no small feat. Brill Media’s innovative marketing strategies helped this Italian restaurant break through the noise, amplifying its authentic flavors become a standout restaurant.
Challenges
Pinpoint exclusively the high value tourists among a sea of people and marketing messages
Highly Competitive Business: With hundreds of dining options around Times Square, making the market great for tourists, but tough for restaurants to compete.
Pinpoint Tourists: Among a sea of people, including locals and passers-by, the restaurant needed to be top of mind among tourists with disposable income.
Marketing Noise: Times Sauare is the epitome of bright lights in the big city, with marketing messages everywhere. The restaurant needed to stand out.
Solutions
Precision advertising and personalized messages
Hyperlocal Geotargeting: Our target tourist visits Broadway venues. Brill Media geofenced seven individual theaters, capture the mobile ID of show-goers and pulled them into our targeting technology.
Precise Retargeting: Brill Media delivered ads to anyone who visited these seven Broadway theaters as long as they were within two miles of the restaurant’s location
Foot Traffic Optimizations: The campaign was optimized to the ad creative and audiences from Broadway theaters that had the highest factor of restaurant walk-ins.
Outcomes
Pinpoint exclusively the high value tourists among a sea of people and marketing messages
7,331 Visits:
Consistent flow of foot traffic fueled restaurant growth among Times Square tourists
$396,657 Purchase Value:
The campaigns drove over 20 times return on ad spend (ROAS)
$19,718 Ad Spend
Strategic ad targeting to high value tourists
Impact
Multiple years of customers
Brill Media’s strategic advertising campaign started with just a $3,000 contract, and turned into a multi-year marketing partnership. Targeted ads helped the restaurant grow its profits, and even expand to new locations after years of success. Precise hyperlocal ad targeting proved to be a valuable targeting system to reach high value tourists around Times Square.
