The Dublin-based agency Rothco has just launched a major new campaign for OpenTable, the UK-based restaurant discovery and booking app.
With over 4,000 bookable restaurants, OpenTable is the leading provider of online restaurant bookings in the UK. Visitors to OpenTable from a computer or mobile device can search by restaurant name or location, then further filter by cuisine, price, or even special offers to make an instantly confirmed restaurant booking. OpenTable has seated more than 25 million diners in the UK and have accumulated over 2 million restaurant reviews from verified dinners. OpenTable is part of the Nasdaq-quoted Priceline Group, the world’s leading provider of online solutions for the travel and catering industry. Other brands it owns include Booking.com, Kayak.com, Agoda.com, RentalCars.com and Priceline.com.
The campaign is the first for OpenTable in the UK and will run through September and will form part of a larger cross-channel branding campaign in London including tube card panels, print, and social media.
According to Richard Carr of Rothco, “we were thrilled to work with such an established brand and industry leader to raise awareness of their product attributes. Consumers will embrace technology if it makes life easier for them so the creative centered on demonstrating just how simple and fast it is to make a reservation in real time. This in turn underpins the prowess of the OpenTable technology. A win-win for the consumer and restaurant industry.”
According to Carr, the three different TV executions reveal the simplicity of making an online booking by focusing on the app’s features in different settings. The first spot shows a booking being made at a pub for a restaurant nearby (Peanuts), the second reveals a booking being made during a meeting (Meetings) and the third shows a couple planning a quality meal out together (Quality Time).
According to Mike Xenakis, managing director of OpenTable International said: “The OpenTable app takes the starring role in our new brand campaign to demonstrate the ease and convenience of making an online restaurant booking and dispel the myth that the best way to book is by phone. The video format enabled us to walk through the detail of various features – from looking for a nearby table at the last minute to perusing popular dish photos all the way to making a confirmed booking in under 30 seconds.”
