Food and drink - Restaurant awards a success all round

Client: Gourmet Society
PR team: Uniquethinking
Timescale: September 2008-February 2009
Budget: £5,000

The Gourmet Society wanted Uniquethinking to promote its first annual restaurant awards to raise the profile of its membership dining scheme in the North East.

Objectives

- To raise the profile of the Gourmet Society card as an affordable way of eating out

- To increase restaurant participation in the scheme

- To increase Gourmet Society card membership by 15 per cent in 2009.

Strategy and plan

A partnership was set up with Trinity Mirror to encourage the public to vote. Weekly editorial in regional press included a survey of favourite cuisine, and the impact of local produce on tourism. All restaurants in the region were invited to display voting cards and posters to encourage customers to vote. Regional food critics formed a judging panel, secretly visiting shortlisted venues to judge the best restaurant category.

Measurement and evaluation

In total, 48 pieces of editorial appeared in key regional press, along with interviews on BBC Radio Newcastle, 38 online articles and five features in trade press.

Results

Gourmet Society membership jumped 22 per cent in four months, raising its numbers by more than 7,500. There are now 250 participating restaurants in the North East.