To bring Season of Smoke to life visually, the look and feel leverages the masculine textures of red leather and gold, evoking the warmth of the seven fires used in the development of the menu. The delicate, light wisps of the logo balance the heaviness of the autumnal color palette, creating an overall feel that is masculine yet refined.
To promote the offering, a recipe video featuring The Riff, a smoked specialty cocktail, was filmed and posted to Facebook, Instagram and Twitter, where it garnered 473,678 total impressions with an average time spent of 10.1 seconds per user.
Additionally, art-directed photos of the cocktails accompanied press releases for the campaign. Through media pitching and press release distribution, the program generated 202 total placements for 33.5M impressions. Key media and client contacts received a preview taste in the form of a curated gift box containing a variety of smoke-themed gifts.
On property, the promotion was supported with posters in the lobby, specialty menus and in-room cards highlighting ON THE ROCKS Old-Fashioned cocktails available through in-room dining, and directing guests to the bar for the full menu.
