Objective: As a new restaurant, Red Spice Road wanted to create brand awareness within their target demographic. Partnering with an established brand such as Intrepid Travel enable them to get their foot in the door. Secondly, Red Spice Road wanted to grow their mailing database, which was growing steadily but was behind target in the lead up to the Christmas campaign. The database needed a serious boost. Target: City workers PPL 25-35 Why Was mX Used? 1. It's daily format helped build the anticipation of readers leading into the competition. 2. It's readership consisted largely of Red Spice Road's target demographic. 3. It's style and tone matched Red Spice Road's mission statement - fast, fun and fabulous.

What Were The Results Of The Campaign? Red Spice Road increased their database by over 1,500 new subscribers. They also calculated that approximately the same number of new people came in to the restaurant to submit their entry to the promotion. This helped to build the location and sell the venue in their minds eye. From marketing to those 1,500 new subscibers, Red Spice Road managed to encourage, on average, 12% to go into the restaurant for a meal. That number is growing each day.