CARROLLTON, TX: T.G.I. Friday's hired Peppercom as its AOR, effective October 1, as the brand aims to heighten awareness of its bars amongst the 20-something target audience.
The agency will handle all PR efforts, support digital and social media initiatives, and manage integrated marketing activities for the brand, such as its World Bartender Championship, which engages about 7,000 of Friday's “flair bartenders” via a global championship, explained Ed Moed, co-founder and managing partner at Peppercom.
Regarding the championship, he said, “They've hired us to take that property which is a huge asset and make it externally visible, build a brand around it, and tie it to the Friday's name.”
“From a PR and social media standpoint, we want to leverage and come up with ideas to build and enhance audience exposure,” he added. “Ultimately, we want to drive traffic to the restaurants.”
Specifically, the agency will develop a communications strategy to enhance the brand's partnerships, sponsor agreements, and special programs nationally and locally. Day-to-day efforts include an upcoming Veterans Day program, as well as Twitter and Facebook build-up for the championship and the Friday's brand.
“We're constantly coming up with new promotions, new ways to activate the calendar,” he said.
T.G.I. Friday's, a global brand, is part of Minneapolis-based Carlson which owns, operates, franchises, or licenses more than 1,000 restaurants in 61 countries.