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Bon Appétit Drives Traffic to Café (in Rickshaws)

An additional marketing strategy for Bon Appétit's promotion.

Photo: Courtesy of the Michael Alan Group

If the celebrity chefs and modestly priced food weren't enough to reel in the crowds at Bon Appétit's Supper Club and Café last week, the magazine had more strategies up its sleeve, which drove even more consumers to the promotion. Bon Appétit's special projects director Wendy Lauria hired the Michael Alan Group to put together a guerrilla marketing initiative that involved branded Buick Enclaves (Buick was a sponsor) and pedicabs. Canvassing high-traffic areas such as Union Square, Grand Central Station, and Bryant Park, street teams in aprons handed out menus and information during lunch, with the cars as mobile ads. (The mag also used the Buicks to shuttle clients to the restaurant.) Aproned pedicab drivers from Mr. Rickshaw circled Times Square, Rockefeller Center, and Columbus Circle, providing free rides to and from the pop-up.


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