LeadingAge is the biggest stage in senior living and hospitality, so when our partners on the Restaura leadership team came to us for some campaign lift, we knew we had to go deeper than what everyone else was bringing. Anchored in Restaura’s new brand mantra, “unapologetically delicious,” we developed a multi-media campaign designed to drive awareness around the boldest new name in hospitality.

Unapologetically Boston

When building the foundation of our campaign, we had to establish a tone of voice that cut through the noise. We knew the competition would be boasting about culinary bests, tasty food, and premier guest service, so we had to figure out how to pivot and push past the predictable.

That’s why we leaned into something none of the competitors had: Restaura’s Boston-born-and-raised grit.

By pairing that edge with Restaura’s innovative advantage, we created a campaign that felt progressive, punchy, and unmistakably local. Our OOH elements locked into LeadingAge’s “Make Waves” theme, using synonymous language that allowed Restaura to own the venue. Additional placements reinforced the brand as the intersection of unmatched tech and taste - cementing Restaura as the local leader of the industry.

Leaning in on Our Local Experts

As the event approached, we took the campaign to the streets with mobile truck ads that positioned Restaura’s leadership as local experts, bringing a playful, social energy to the city. We tapped into the vibe of classic injury-lawyer and real-estate billboards you see plastered throughout Boston, creating an instant visual connection.

This approachable, familiar angle helped drive traffic straight to Restaura’s booth at LeadingAge and gave the team an easy icebreaker with hundreds of potential new partners.

Cooking Up Center Stage

From the ground floor of the expo to the bright lights of the afterparty at the Grandé VIP event, our team kept the momentum going with motion content built for every footprint.

At the booth, we created ambient loops that highlighted Restaura’s unique USPs.

For the after-part at Seaport's Grand night club, we filled the room with immersive footage that made Restaura shine at the exact moment it mattered most.