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Food Stories from Crowne Plaza®

Crowne Plaza is a market leader in full service, upscale hotels in UAE. Most notable being the Crowne Plaza, Sheikh Zayed Road. Of late, the property found it challenging to keep up customer retention owing to increased competition and lack of equity for its F&B brands.LPS brands was enlisted with the task of rejuvenating communications for the F&B properties at the hotel.We came up with the idea of ‘Kitchens of Dubai’ – a combination of video content + media/ influencer event property; for Chamas, Al Fresco & Sakura. The concept included creating video stories of the kitchen to table journey of the star dishes in the restaurants; and building an intimate event for media/ influencers with the head chef at each of the restaurant.

Food trucks are a visible fixture in the UAE social scene  currently. However in Late 2016, Al Mulla F&B division had decided to introduce the concept in UAE.LPS brands was assigned the exciting task oto launch the first food truck platform in the Middle East - to attract first time entrepreneurs and established F&B brands towards food trucks as a go-to market channelWe designed the brand, created social media content and generated Pre Launch Interest through ATL media coverage and launched the platform with an exclusive food trek program, for leading food media/ influencers. We also conducted the weekly Roundup Food Truck event with 100% soldout spaces.

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