OpenTable, an online restaurant reservation company, allows customers to book a table, read reviews from fellow diners and even earn points towards free meals.  Seating more than 19 million diners per month across more than 37,000 restaurants, OpenTable was already a clear industry leader when they set their sights on a new audience: travellers to the U.S.A.

With a Summer-themed campaign, OpenTable focused on 3 goals:

  • Demonstrate the benefits of OpenTable for travellers in planning their trips
  • Showcase the available local knowledge on OpenTable’s insider network for the best restaurants across America.
  • Create a “road trip restaurant guide” that is unique, useful and easily digestible for mobile app consumption

An avid user of news releases, OpenTable was keen to drive discoverability of its content and so focused on creating compelling visual assets to accompany the campaign distribution.


“We originally wanted to create one map, but restaurants were getting lost and there was no good way to present it online, especially for mobile. We came up with the idea to segment it by region, making it more mobile-friendly, shareable and easier to search. This differentiates it from other road trip maps, as viewers don’t have to try to navigate one massive map and zoom in on specific destinations,” said Lisa Singh, Senior Manager, Public Relations, OpenTable, Inc.

OpenTable created six visual assets to promote across multiple channels including website, blog, social media and news release distribution.

“The campaign exceeded expectations,” said Tiffany Fox, Senior Director, Corporate Communications. “One of the key reasons why is because it also resonated in Japan. There are a lot of travellers from Japan that visit the U.S.A., and the Japanese media were receptive to our content—particularly the visuals.”

With more than 9,500 image views, the campaign’s news release outperformed their previous releases by more than 200%.

To view the results of this creative, multimedia-centric campaign, download the case study from CNW today.

About Amy-Louise Tracey

Amy-Louise Tracey is the Communications Manager at CNW Group. Follow her @AmyLouiseTracey.

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