ST. ELMO STEAK HOUSE
In 2005, Hirons designed a creative campaign for St. Elmo Steak House featuring photographs of the restaurant’s award-winning wine cellar, shrimp cocktail, two women enjoying cocktails and filet mignon. In 2009, this creative campaign seemed slightly outdated, especially when compared to Harry & Izzy’s vibrant photography. Hirons was tasked with developing a new creative campaign that showcased St. Elmo as the premiere restaurant destination of Indianapolis, illustrated the restaurant’s unique heritage and promoted the perception that St. Elmo is an approachable dining experience for everyone. In addition to this, Harry & Izzy’s needed to increase its awareness as St. Elmo’s sister restaurant.
In addition to creating a brand for Harry & Izzy’s, a tribute to the fathers of St. Elmo Steak House, Hirons designed key visual elements such as menus and signage and continues to provide enticing advertising to promote both dining destinations, in addition to signage and special projects. Since the new launch, St. Elmo and Harry & Izzy’s have seen a drastic increase in the number of earned media clips. In conjunction with Hirons’ strong media plan to use different advertising mediums for both restaurants, a social media plan was implemented to provide users with restaurant information and stories, all while allowing fans to post comments and share dining experiences. Currently, Harry & Izzy’s Facebook page has 5,687 likes, and St. Elmo Steak House has 9,470 likes.