Inaugural National Dining Week

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Inaugural National Dining Week 12-18 October
2009 TCM Briefing
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Executive Summary
Spirit in partnership with the ATCM and Biss
Lancaster have designed a national campaign to
encourage the use of the evening economy in Town
and City Centres across the UK. Drawing on the
experience from cities in the US, the Campaign is
intended to have national impact but with local
benefit positioning City Centres as a place not
only for working and great shopping, but as a
place to enjoy leisure time. The Campaign is
intended to allow consumers to increase their
dwell time in the City Centre, encourage a
smoother transition from the daytime into the
night time economy offers as well as increasing
the visibility of TCMs with the food and leisure
sector in their individual localities. Spirit
has experience in working closely with
stakeholders across multiple sites as well as
similar national campaigns and indeed as a
TCM. Stephen Kelly Managing
Director stephen.kelly_at_spiritmg.com
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Who are Spirit?
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Who Are Spirit?
Specialist retail marketing company (UK and
Ireland) Operate in both trade and consumer
sectors Provides a range of marketing services
to developers, owners, managing agents and
centres across the UK and Ireland Has the an
experienced team of Project Managers Proven
track record in ATTRACTING, ACQUIRING and
RETAINING consumers Senior staff have experience
in national campaigns such as the BT Swimathon as
well as 4 years experience as a TCM
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The Spirit Group
Our Locations and Structure

a leading international marketing Group
delivering award winning creative integrated
solutions and commercial success in the fields of
retail, leisure, regeneration and events. We do
this by employing outstanding people who work
alongside important strategic partners and
enlightened clients.
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The Spirit Group
Bluesky Content Management
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How we work
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Our services
Totally Integrated Solution
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The Partnership
3 divisions - brands, corporate and health -
Manchester, Edinburgh London offices - euro
RSCG PR network top 5 in UK and Europe -
consultancy management standard quality
accredited - investors in people accredited -
owned by Havas, 6th largest communications group
- award winning - one of the UKs most successful
PR agencies
Europe's largest membership organisation
dedicated to helping town and city centres
realise their natural roles both as prosperous
locations for business and investment, and as
focal points for vibrant, inclusive communities.
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2009 Dining Week
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A national campaign, across up to 40 town and
city centres and 800 venues in the UK,
encouraging consumers to visit restaurants during
a week in October 2009.
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Consumer proposition
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Successful US models
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How do we make this happen?
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Objectives

• Communicate campaign benefits to sponsors and
  participants
• Position food as a leisure pursuit as
  complementary to retail offers encouraging
  extended dwell time in City Centres
• Drive footfall AND spend
• Develop measurable objectives developed from
• Participant profile
• Increased footfall
• Develop a properly profiled database
• Work with participants, City Centres and
  sponsors to ensure that they are benefiting from
  the communications plan

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Our Role in this campaign

• Development of campaign concept
• Development of the mechanical strategy for
  delivering dining week
• Brand development and production
• Sponsorship sales and management
• Roll out of the campaign including
• Design and Artwork
• Print, production and distribution of materials
  to registered restaurants
• Production and management of Dining Week
  Digital Platform
• Management of sponsors agreed benefits
• Launch events management
• Negotiating and placing of advertising
  programme
• Development and delivery of a comprehensive PR
  programme
• Analysis and reporting
• Research and feedback

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Web functionality

• Designed and managed by our partner, Origin, a
  stylish and functional content managed website
  with a dynamic and lively layout will be created
  with the following functionality
• Restaurant Listings Directory (Categorised
  listing by City)
• Restaurant Subscription and Admin Addition of
  details, special offers etc
• Member Sign Up
• Member Reviews and Feedback (Including Approval
  Process)
• Voucher Downloads (Print or Mobile) where
  appropriate
• News and Events (By City) where appropriate
• Email Campaign Manager
• Dining Week Mobile Site Displaying latest
  offers and News to members (Location Based)

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Account Management
Our Account Management team will be based at our
Wimbledon office with support from colleagues in
Dublin and Belfast Sponsor recruitment and
management, events, buying, design and online
services will all be supplied in-house increasing
efficiency and effectiveness. Public Relations
will be managed by our partner Biss Lancaster who
have considerable consumer experience for some of
our most well know brands. Recruitment of
participating restaurants will be delivered by a
specialist sales contact centre with participant
pack fulfillment outsourced also.
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Where are we now... Phase 2 - Construction
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Phase 2 Construction Recruitment
Turn Expressions of Interest into firm
commitments by prospective towns and
cities. Finalising the Brand Identity for the
campaign next 2 weeks and detailed pricing
exploration of the application of this brand in
situ. Test recruitment drive in Nottingham
March. Begin build of the website (8-12 weeks
total) from March.
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Where next... Phase 3 - Sales Progression
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Phase 3 Sales Progression
Recruitment of corporate and media partner
March Hone sales process (end of March) and
begin roll out as towns and cities commit April
to August. Sales pitch to national dining chains
April to August Purchase and fulfilment of
restaurant packs June to September. Media
buying, events, PR (including launches) and
animation June to September
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Brand Exploration and Development
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We have been developing the brand in conjunction
with packing designers, fulfilment houses and the
ATCMs Regional Cities Group. The latest
execution of the brand follows as do sample
adverts built to give a sense of how the brand
mark will work only. The brand will be finalised
at the end of week 1 of March. Your comments are
welcome please send these to stephen.kelly_at_spiri
tmg.com and martin.blackwell_at_atcm.org
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Exploration of the brand
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Customer facing, sample 6-sheets
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Customer facing, sample 48-sheets
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Business facing, magazine advertising
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Brand development, reaching wider audiences
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What do you do now?
You should complete the attached short
questionnaire and scoping document for your
location. At the bottom of this form, is a short
declaration confirming your town or citys
intention of participate.
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Reminder of commitment and return
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Stephen Kelly stephen.kelly_at_spiritmg.com Managin
g Director Andy Batt andy.batt_at_spiritmg.com Hea
d of Operations