Central Social Hall

South is the New Central

Problem

After being open for 10 years—including through a pandemic—the client was ready to open their third restaurant location in the south Edmonton neighbourhood of Ellerslie. Having successfully opened two previous locations, they knew they needed a targeted launch campaign speaking to the key demographics in the area. The campaign was to pull double duty of announcing the new location while also shifting the brands direction to a more casual food and drink vibe.

Solution

In reviewing a brand we helped create more than 10 years ago and that we work with on daily basis, ANVL developed a two-pronged approach to the opening. First, we did a brand refresh of the logo, signage and materials to both modernize the brand, while also designing an identity system that would be flexible enough to work for the restaurant group as a whole or on an individual location basis. This was then applied to all new materials going forward to not only open the new location, but also relaunch the Central brand as a whole. Second, was the launch campaign “South is the New Central”. The campaign line goal was simple… make it very clear that Central Social Hall is opening on the south side of Edmonton. Based on the median age, type of business and the residential nature of the area, we were able to narrow down who Central Ellerslie’s target demographic was and leveraged an expansive media mix including print ads, digital ads, sponsored ads, direct mail, and radio spots to get the message out. Centralsocialhall.com

Impact

The opening of Central’s Ellerslie location was met with great success and rave reviews. The community now has a great new option for fun fare and casual cocktails, and getting social with their neighbours and friends. The success of the launch continues to fuel the partnership between ANVL and Central working on future projects.

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