Re-launching a ’20s Jazz Age bar and restaurant in a crowded and competitive restaurant scene has its advantages. The unique environment. The storied hotel backstory featuring the likes of Scott and Zelda Fitzgerald, Mobster Al Capone, Ma Parker and other legends. The opportunity was to initiate a bootleggers “take” on the new artisan distiller scene. We created a Bootleggers Club that included a passport, special features, events and recognition of emerging distilleries. Part loyalty program, part booster of the restaurant/distiller connection, the club engendered customers’ imaginations and ongoing reasons to visit. Tactics included brand development, media relations, collateral, social media, events marketing.
