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Bonefish to break travel-focused ad campaign

TAMPA Fla. Bonefish Grill will focus on its menu of fish and recipes from around the world in its first multimedia campaign, which takes the form of a “globetrotting travelogue.”

 

The campaign, created by Cliff Freeman and Partners of New York, is set to break Feb. 18 and includes five flights of TV spots focusing on different parts of the world, print ads, direct mail and online "webisodes." Each flight of ads will promote new menu items from the featured location.

 

 

The first TV campaign focuses on the Caribbean and will air on cable TV through March. The one- and two-minute webisodes are edited from outtakes of each TV spot in the campaign, which is Cliff Freeman’s first work for the 126-unit casual-dining chain since winning creative duties last year.

 

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