37 Bright Lights, Li'l City
Upper Mid Younger Family Mix |

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 38 Hometown Retired
Midscale Older Mostly w/o Kids |

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 44 Country Strong
Lower Mid Middle Age Family Mix |

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 58 Golden Ponds
Downscale Older Mostly w/o Kids |

Problem: Lack of awareness since the restaurant/bar is new and locals are used to traveling to neighboring major cities for fine dining and bar experiences. 

Target Audience: Bright Lights, Lil City as a Target segment. 

Consumer Insights: Bright Lights, Li'l City is a group of well-off, college-educated, middle-aged couples settled in the nation's satellite cities and suburbs. Despite living further out from the urban downtowns, they still like to go out on the town with frequent meals out and karaoke evenings.” for this segment group living between two major cities is a huge plus for their social tendencies.

Brand Imperatives: The Frankfort KY area has several establishments to eat and a few bars for locals to frequent but there are no fine dining establishments that include a suitable bar scene that could accommodate local foot traffic. There are only a few "fine dining" restaurants in the Frankfort area and none include a bar scene. Bars and restaurants are separate in the region. An establishment with both could really appeal to the Big Lights, Lil City target segment of Frankfort, Ky looking for a night on the town. 

Communication Objective: For people in the Frankfort area to visit The Bourbon Boutique and for locals to frequently visit. 

The position or selling idea: This is the only place in town to both dine and socializes in a one setting that provides a modern and upscale experience. 

Support: The atmosphere, location, service, and product offerings. 

Slogan: “A night out, on the rocks.”

Potential Headlines: Frankfort’s newest and finest dining and bar scene, now near you.

Display Copy: The Bourbon Boutique. A night out, on the rocks. Frankfort’s finest dining and bar experience, enjoy what local nightlife has to offer.

Body Copy: Step out on the town and indulge in the social experience of having a night out without having to leave city limits, The Bourbon Boutique offers you a fine dining and bar experience with the convenience of being located near you. Now, enjoy what Frankfort nightlife has to offer and join us a The Bourbon Boutique for your night out.

Radio Copy Points: Ready to experience a night out without leaving town? Join us at The Bourbon Boutique and enjoy the finest dining and bar experience Frankfort has to offer, now located near you. Contact us at 1-(502)-843-7329 to book a reservation for your night out.

Call to Action: Enjoy your night out at The Bourbon Boutique, located downtown, Frankfort. Call 1-(502)- 843-7329 to make a reservation. The Bourbon Boutique; 408 Main Street, Frankfort, KY, 40601; www.thebourbonbouttique.com

To attract drinking age millennia’s I chose to create a social media ad for Instagram. This ad could be used in a social media contest where followers repost the advertisement to win a gift certificate to use at The bourbon Boutique. The purpose of this social media advertisement is to stimulate engagement of millennial target audiences and increase the reach of The Bourbon Boutique’s brand awareness.