2. WHO’S DOING WHAT
THE SARASOTA MODERN
“Instagramable” aesthetics all
around and heavily utilizes
local influencers.
Focuses on the physical
aesthetics rather that artistic
elements of their food.
A Loft Hotel
Modern aesthetics, visually
pleasing drinks and bar area.
There is no usage or promotion
by local influencers found, not
quite “Instagramable”.
The Westin
Making its way into the
“instagramable” genre, utilizing
a somewhat artistic display of
food and cohesive theme.
Little to no promotion through
influencers, and does not focus
on the art.
3. RESEARCH
75% of users say that they have picked a restaurant based
on social media photos alone, and 60% say that they
browse the hashtag "food porn" regularly on social media.
Almost half of diners nationally (44%) say that they take
pictures of their food when dining out to share on social
media.
CNN claims “A strong social media presence can help
restaurants and other businesses engage with a much
wider audience and attract new customers they may not
have had access to before.”
This tells us that people today are fascinated with artistic
and visually appealing food, and if not that, just sharing it
in general.
5. STRATEGY
Creating an experience around the art of food, and in the process
expand audiences and awareness for The Overture restaurant.
This strategy will showcase a new genre of artistic expression in
Art Ovation by utilizing a modern marketing strategy that pushes
the boundaries of a normal hotel experience.
7. #EatYourArtOut
This campaign will be implementing an already established concept within the hotel in a new area.
Through #EatYourArtOut, the Overture Restaurant will be a new hub in Sarasota that upholds the
value of creation by being a place for sharing, creating, and expressing through food.
8. Campaign Features
Social Media Rev
amp
Gives the Art Ovation’s
Overture restaurant a cohesive
and “instagramable” online
presence.
Artist Feature Events
Showcases artists and their
works for viewing and tasting.
Interactive Guest
Events
Allows guests to learn and be
inspired to make creations of
their own.
9. Target Markets
Social media
gurus
These will be the new
arrivals at Art Ovation, and
will be reached through
social media marketing and
word of mouth.
Adventurous
families
This group is what Art
Ovation is currently drawing
in, and will be enthused to
do and learn more with
their loved ones.
10. `
#EatYourArtOut Campaign rollout
June 2019 July 2019 August 2019 Sep. - Dec. 2019
End of
summer
events
Hashtag
and Insta.
revamp
start
Artist and
guest
events
begin
Continue
events
based on
holidays
Start of Instagram page
revamp and planning for
events.
Gaining content for page
and beginning influencer
outreach.
Utilize the season’s features
with dishes, designs, and
drinks for summer.
Begin “media hype” for
seasonal events coming
soon with continued media
influence.
11. Looks and feels ‘luxury’ and is up to Art Ovation’s brand
standards, with a cohesive theme and appealing “first impression”
to Sarasota visitors and locals looking for an experience they can
document and taste.
Media marketing will be the beginning and core of the campaign,
and will heavily rely on the spread of the hashtag for the campaign
and influencer outreach.
Media Marketing
12. The campaign will be in support of monthly or bimonthly events of varying
“Instagramable” experiences. These events would be most likely to attract
Instagram food influencers.
#EatYourArtOut Food Shows will display plates by featured artists and their
table set up, and can include small edible works of art the artist prepares for
passers by.
#EatYOurArtOut Dinner Parties featuring new artists every month who add
their own spin on The Overture’s menu.
Artist Feature Events
#EatYourArtOut
13. Creating an experience that appeals to both the desired target market
and current clientele.
Food design workshops for adults and children provided by guest
artists of the month who wish to teach and inspire.
Friendly #EatYourArtOut Plating Competitions for varying ages and
families.
*Both the Artist Feature events and Guest events can be made
seasonal as well for the longevity of the campaign roll out and ideas.
Interactive Guest Events
14. RESOURCE ASSESMENT
Earned Media will be the goal, and is achieved simply through the sharing and posting
on social medias with the campaign hashtag and high post “engagement”.
Paid Media will require paid posts with influencers along with sponsored or promoted
posts carried out through Instagram’s business profile capabilities.
Estimated costs for these resources include:
• The overall average price was $271 per post. The average price for micro-
influencers with fewer than 1,000 - 5,000 followers was $83 per post.
• Within Instagram business profiles you are able to determine how much you spend
depending out the number of accounts you desire to reach and how many days the
posts will be promoted. Recommended $10 a day for 3 to 4 days.
• Food photographers can be hired for about $25 to $75 an hour.
15. KEY PERFORMANCE
INDICATORS
Facebook events and Instagram post engagement can
both be measured through the business profile social
analytics.
Number of times #EatYourArtOut is used.
On-site tracking of attendants and how many posts are
made during events (utilizing the hashtag).
Happy hour and complimentary Overture treats such as a
discounted appetizer or cocktail if having posted about Art
Ovation and / or The Overture.
artovationhotel
16. IN THE END
The #EatYourArtOut Campaign is bringing Art Ovation up to speed within brand marketing and
popular trends among not only their target market but their current clientele as well.
The end objectives are to up social media presence, attract a new customer base (“foodies”), provide
content for social media/earned media, and to create a community around this genre of art with Art
Ovation as the patron of this art form.
Food is a treasure to most of us. Gathering around the table and sharing a relaxing and beautiful
experience is something people look forward to. Art Ovation has interlaced art throughout their entire
hotel and brand strategy, and #EatYourArtOut will bring it right to your table.
