OPENING BLAST ANNOUNCES NEW STEAK HOUSE
By Adnews Staff
The launch of Canada's first Ruth's Chris Steak House in Canada next week will be backed by a $300,000 advertising and promotional push. Duke Unlimited Advertising of Metairie, Louisiana has put together a package of local radio, television and subway poster advertising, combined with public relations and direct marketing aimed at three target markets: sports fans, politicians and people involved in real estate dealings. Business travellers are being targeted with tourist and airline publications and airport dioramas. All this is on top of three-day grand opening party which will see more than 1,000 local movers and shakers dining at the downtown Toronto restaurant. The company is also making contact with concierges in hotels, says Lana Duke, president of the ad agency bearing her name. Duke, who originally hailed from Kitchener, Ont., moved south of the border "many years ago" to make her fortune. Her agency has had the Ruth's Chris account for 20 years, and she owns the new Canadian restaurant as well as one in Texas. The Communications Group of Toronto is handling public relations in Canada. The chain has 47 restaurants in the U.S., a combination of corporate and franchise outlets. If all goes well in Toronto, more will be opened in Canada.