Problem How does a local restaurant program reach a larger audience? Solution By getting the participating restaurants to take part and help fund an OOH campaign. Background In Buffalo, the Local Restaurant Week devoted little to their advertising budget, promoting the program only twice a year. They needed to find an inexpen - sive way to gain more awareness in the market in order to increase the success of Local Restaurant Week. Objective Create “buzz” and awareness for the Local Restau- rant Week while getting non-traditional advertisers to support the program, all without a large increase in the advertising budget. Strategy Local Restaurant Week planned to sell sponsorships to local restaurants participating in the program, creating buzz for both the restaurant and Loc

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