OpenTable Created a First-of-Its-Kind Edible Billboard of London Cuisine
Laura McQuarrie — June 27, 2019 — Marketing
References: opentable & campaignlive
London is recognized as one of the most diverse and interesting food capitals in the world and to celebrate this, restaurant booking service OpenTable launched an edible billboard map of the city. During set hours of the day, people can visit the interactive billboard set up on King’s Cross Euston Road to sample a variety of globally inspired canapé-style dishes.
Thanks to the immense number of food options within the city, which can be overwhelming, the edible billboard map has the potential for locals and visitors alike to find something that suits their tastes in the moment.
Each of London's boroughs is represented by a dish that captures the essence of the area—for example, Lambeth is mapped by Turkish delights and Tower Hamlets is known as a place to eat top-quality Bangladeshi biryani.
Thanks to the immense number of food options within the city, which can be overwhelming, the edible billboard map has the potential for locals and visitors alike to find something that suits their tastes in the moment.
Each of London's boroughs is represented by a dish that captures the essence of the area—for example, Lambeth is mapped by Turkish delights and Tower Hamlets is known as a place to eat top-quality Bangladeshi biryani.
Trend Themes
1. Interactive Food Maps - Developing new ways to interact with food such as edible maps can enhance the customer's experience and provide a competitive advantage.
2. Localized Cuisine Promotion - Promote and celebrate local cuisine by creating experiences centered around dishes that capture the essence of a particular region or area.
3. Experiential Advertising - Create unique and immersive opportunities for customers to engage with brands through food and other sensory experiences.
Industry Implications
1. Hospitality Industry - Restaurants, hotels, and other hospitality businesses can use interactive food experiences to attract customers and create memorable experiences.
2. Advertising Industry - Marketers and advertisers can incorporate sensory elements like taste and smell to create more engaging campaigns and reach a wider audience.
3. Tourism Industry - Tourism boards and travel companies can use localized food experiences as a way to promote their destinations and provide unique and memorable experiences for visitors.
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