A collaborating with leaders in food and hospitality to deliver a powerful message

The Welcome Back Campaign was a joint effort that I lead on behalf of health and safety software providers, InUnison, for The Alberta Small Brewers Association, Alberta Hospitality Association and Alberta Distillers Association. 

I established a partnership between InUnison and the hospitality associations with the objective to help bring patrons back through the doors after a long and harrowing bout of closures and restrictions due to COVID. The intent of the campaign is to present a warm welcome to patrons, while communication the additional health and safety  measures being taken to ensure a safe experience. Patrons would be introduced to warm and welcoming messaging as they entered the establishment, and throughout their stay. 

The approach was to avoid sterile scripting that references health and safety, and lead with a welcome back statement, supported by 4 pillars: community, culture, experience and progress. I worked with the leaders of the associations over many work sessions to develop these 4 key pillars, and the guiding messaging. Leading the creative approach to this campaign I tapped into to the collective experience of each industry association, considering their missions, visions and values – and how those relate to presenting a warm, welcoming and safe environment for their member establishments to convey to patrons during these difficult and uncertain times. 

I lead the development of key collateral produced 4 promotional videos, a website, a series of posters, door decals and other collateral, including interactive QR codes, coasters, table tents and video ads.