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    Creative Brief Assessment

    Uploaded by

    Anna Evdokimova
    The restaurant "Les Tables de Vatel" in Bordeaux has seen declining business over the past year and wants to develop a new marketing project. A creative brief should include: 1) A brand statement describing the restaurant's cuisine and seasonal menu inspired by chef Alexandre Fourquet. 2) Details on the restaurant's location within the Vatel Tourism & Hotel School and its lunch/dinner services. 3) Description of the primary target audience as local customers ages 25-50, and secondary audiences like families and event groups. 4) The advertising objective to make the business more profitable by gaining attractiveness and increasing turnover.

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    Creative Brief Assessment

    Uploaded by

    Anna Evdokimova
    66 views3 pages
    The restaurant "Les Tables de Vatel" in Bordeaux has seen declining business over the past year and wants to develop a new marketing project. A creative brief should include: 1) A brand statement describing the restaurant's cuisine and seasonal menu inspired by chef Alexandre Fourquet. 2) Details on the restaurant's location within the Vatel Tourism & Hotel School and its lunch/dinner services. 3) Description of the primary target audience as local customers ages 25-50, and secondary audiences like families and event groups. 4) The advertising objective to make the business more profitable by gaining attractiveness and increasing turnover.

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    The restaurant "Les Tables de Vatel" in Bordeaux has seen declining business over the past year and wants to develop a new marketing project. A creative brief should include: 1) A brand statement describing the restaurant's cuisine and seasonal menu inspired by chef Alexandre Fourquet. 2) Details on the restaurant's location within the Vatel Tourism & Hotel School and its lunch/dinner services. 3) Description of the primary target audience as local customers ages 25-50, and secondary audiences like families and event groups. 4) The advertising objective to make the business more profitable by gaining attractiveness and increasing turnover.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    66 views3 pages

    Creative Brief Assessment

    Uploaded by

    Anna Evdokimova
    The restaurant "Les Tables de Vatel" in Bordeaux has seen declining business over the past year and wants to develop a new marketing project. A creative brief should include: 1) A brand statement describing the restaurant's cuisine and seasonal menu inspired by chef Alexandre Fourquet. 2) Details on the restaurant's location within the Vatel Tourism & Hotel School and its lunch/dinner services. 3) Description of the primary target audience as local customers ages 25-50, and secondary audiences like families and event groups. 4) The advertising objective to make the business more profitable by gaining attractiveness and increasing turnover.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Creative Brief

    Assessment

    Ta b les
    Les el
    Vat

    You have been called to speak with the head of the marketing department of Vatel
    Tourism & Hotel School in Bordeaux.

    The restaurant "Les Tables de Vatel" has noticed that trade has ben declining. The
    restaurant has not carried out any marketing projects for over a year. Explain the
    purpose of a creative brief, and how each section should be tailored to the restaurants
    needs, with examples where necessary.

    Evdokimova Anna
    M4APPA
    Brand statement :
    A restaurant which proposes a bistronomic and gastronomic cuisine. The menu proposed by chef
    Alexandre Fourquet evolves according to the season. It is a fine and refined cuisine, carried by
    the transmission of the gesture, the respect of the product, and a local supply.

    Project Background
    The restaurant "les Tables Vatel " comes from the school Vatel, it is the place in which the students
    are trained in the profession of catering and cooking. We find all the jobs related to this field:
    Barman, Headwaiter, Waiter, Runner, wine Waiter and kitchen Clerk.
    Located in the heart of the historic Chartrons district, the School has an establishment of nearly
    3,000 m² comprising teaching premises, a 4* hotel, a lounge bar and an atypical and convivial
    restaurant space: Les Tables Vatel.
    The restaurant offers two services. A lunch with bistronomic dishes and a daily menu. A
    gastronomic dinner with dishes for all tastes: meat, fish, poultry and vegetarian dishes.

    Target audience :
    Primary Target Audience : The local customers,(coworkers, office workers, some students, the
    residents of neighbhood) the age range varies between 25-50 years. They sometimes don’t have a
    time to cook or want to try different foods , use social networks , UPPER MIDDLE CLASS.
    Secondary Target Audience : Families for brunch , people attracted by gastronomic kitchen,
    adults , groups for events….

    Advertising objective :
    Currently a trade has ben declining . Les Tables de Vatel want to make their business more
    profitable (gain attractiveness, increase turnover and sales) by establishing a new marketing
    project.

    Consumer message
    « Live a delicious experience »
    A degustation space offering a possibility to titillate the taste buds by tasting the compositions of
    the chef on the menu.

    Key consumer benefit :


    ex: Provides peak experience , gastronomic travelling, convenience, cost , French culture ,
    health&Wellness, customer service , quality ….

    1
    Benefit support :
    Product détails : local products , contemporary or intimate atmosphere , diversified wine
    list , daily menu , gastronomic dishes , climat friendly restaurant .

    Competition :
    Le bistro du Pavé , la brasserie des Chartrons, la brasserie du Medoc, la Tradizione,le Txistu ,
    la Dolce vita , Le Confidentiel , Moelleuse et Persillées

    Advertising tone
    Brand voice : modern , friendly , formal ,evocatrice

    Mandatory element :
    Les Tables de Vatel logo , real product image , price , availability , restaurant website and
    social media

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