Objectives:

• Relaunch Continental International Restaurant Week

• Create significant buzz in New York City

• Improve overall user experience online

• Reinforce the breadth of Continental’s international service from the New York metro area, while highlighting the quality of the brand's "Business First" premium travel cabin

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Solution:

• RE-LAUNCH: Re-craft the restaurant week, leveraging better, more well-known NYC restaurants (e.g., Nobu, Del Posto) with cuisines from Continental's top 12 international destinations 

• EXPERIENCE: Put a spin on the traditional restaurant week by offering a more premium experience instead of just savings

  • Examples of offers: Access to special menus, Chef meet-and-greets, one-of-a-kind gifts (e.g., bags of handmade pasta from Michael White to take home)

• BUZZ: Throw an invitation-only, luxurious tasting event designed by David Beahm at the New York Public Library to garner excitement and press for Continental International Restaurant Week, featuring partner restaurants and their acclaimed chefs (e.g., Michael White)

• LOOK: Redesign website to be more luxurious and searchable in multiple ways, including by international cuisine

• PARTNER: Develop partnerships with prestige brands such as Skyy Vodka and Zagat

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Year-over-year results:

• 16% increase in website traffic 

• 4x number of reservations at partner restaurants

• 2x conversions from emails and display ads

• 53% increase in email forwarding

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