Know-How Exchange : Advertising/PR

I'm not answering this as a guy who understands billboards, so no points are being sought. Rather, I'm answering this as a guy who drives on highways and uses billboards to know when and where I can get a meal on the road.

Assuming that the goal is to get one-time customers who are just passing through, I'd probably leave out any mention of the 40 year anniversary unless you're going to really play on it like "Serving great meals for 40 years...we must be doing something right!" or "Celebrating 40 years of serving great meals at great prices" or "A local favorite for over 40 years."

Otherwise, a 40-year-old restaurant just sounds...well, old.

If you're going to mention the 40 years, then I think you have to mention the remodel, again so people will not think you're just a run-down 40-year-old restaurant.

For me, the billboard just has to say what kind of food you offer and in what kind of environment (a picture is worth a thousand words). For instance, we have a rule that we never, ever eat at a chain while on the road. You're probably also appealing to the segment who does not want a chain experience.

Is the outdoor ad targeted towards transient diners or as a support vehicle for local diners? If heavily weighted one way or the other you may want to adjust the message.

If it is a blend, you can probably stick with the 40 years of full bellies approach (worded differently of course).

IMHO the 40 yr track record speaks to your client being a consistent performer. Playing that into the 41st yr really shouldn't make much of a difference.

I'm more comfortable trying out a place that has 40 yrs of experience in satisfying customers than a brand new place.

Best of luck!

Call me crazy...

I think you should play on both nostalgia (since 1968!) and the wild success of the show Mad Men. Make a billboard that looks like it came straight out of an ad from 40 years ago and SEE WHAT HAPPENS. ;]

Good luck!

Some ideas:
* Don't Eat At Jubilee...Unless You're Hungry And Like Friendly People
* Jubilee. Over 750,000 people served. Still family owned.
* Jubilee. The King of Breakfast, Lunch, and Dinner. Since 1978.

Next Stop --> Happy Stomach!

Lots to be said about the nostalgia thing - play on all of the changes - except that jubilee still is the place to get the good meals, etc. Maybe time to look at menus, other ads as well and build yourself a brand on nostalgia for the next year. Go to the library and find the old newspaper files and look at ads from 68 and recreate. You certainly can't depend on some things (as you show a Polaroid camera, or an lp on a record player, etc. ) but you can depend on Jubilee. Celebrating 40 years of putting you first!, etc.

I'd pick a day each month and return to 1968 prices on some item(s). Maybe have a special event where people who dress in appropriate attire get a special price, etc.

This could be a really fun time for them.

Good Luck and Congrats to your clients. That's quite an accomplishment. If it is still in the same family - even a better tag!

CVN

40 never looked or 'tasted' so good! Jubilee Resturant - New look - same great food.

I like the nostalgia angle. You could do an antiqued ad, but make the food in color - that will make it stand out, especially from a distance, and driving by. There's tons of places to get good photos like this - I like istock.com, AND they are very affordable. My suggestion is to find a warm picture with a family laughing and enjoying their meal at a restaurant - you may have to manipulate the photo by deselecting the food to keep it in color, allowing the remaining pictured to be antiqued. Most important thing is, keep it simple, less is more. I was a publisher of a magazine for over 7 years, and even in any ads, less is more. With a billboard you only have afew seconds to make your impression.

I think you have some great ideas coming in but be careful -- as heidibisbee stated, you only have a few seconds on a billboard to make your impression.

Get your key message across first -- in a bold, compelling and CLEAR way.

Attention grabbing visual (NOT food; kinda boring and turns some people off) ... super compelling headline. How to find you (exit xx). That's ALL.

Your print ads can carry the theme and expand on it; offer a value incentive to come in, etc.

What about your tag playing on your name "Jubilee" ... after all it conveys success, victory, celebration ... maybe have a blast of trumpets???

GOOD LUCK!

Don't mention the 40-year thing. I agree with one of the above posters who said it just makes you seem old. Focus more on the remodeling and updating and stick with your brand positioning. That's what's gotten you this far. That is, you're the breakfast king, that's what's kept the doors open for 40 years.

Go with something eye catching...it's what you need for billboards...I'd focus on the further billboard and get people excited about it coming up.

"It takes the average driver 10 minutes to go 11 miles...almost there."

"If you were in a jet, you'd be at Jubilee already."

"Free breakfast tomorrow"

Second option is to combine the foods that you're great at for breakfast and those for lunch/dinner.

"French toast and French Fries"

"Hash brown potatoes and twice-baked potatoes"

There's a million more of these, but my brain isn't coming up with any right now. Send me a note if you want more...

Jonathan