Challenge 

The COVID-19 pandemic affected many industries including the restaurant sector. Not able to accommodate in-person dining, particularly restaurants who rely on in-person service, posed a challenge. Likewise, promoting new foods and eateries became difficult due to lack of in-person service. Recognizing this, the Webb County Heritage Foundation saw an opportunity to promote struggling restaurants while celebrating unique local cuisine. To bolster these businesses, they needed to generate massive publicity, coupled with a creative concept to excite individuals.

Strategy

The foundation enlisted the professional and creative minds at PMDG to devise an eye-catching campaign and concept to rejuvenate local businesses while ensuring strict safety measures.

PMDG proposed a unique approach: instead of gathering many people under one location, patrons would visit the restaurants themselves. Participants would have a curated meal experience that evoked a sense of home and broaden their culinary palate. This strategy not only promised increased foot traffic upon full reopening, but also dispersed health concerns as guests picked up the food at their convenience, minimizing large gatherings.

During national restaurant week, individuals could dine in Laredo (a city under 7 flags) and savor flavors of their heritage, fostering ‘Laredo Pride’ and commemorate its’ rich legacy. To cater varying preferences for exploration or cautiousness, different ticket options were offered, allowing participants to tailor their experience while prioritizing safety.