Patron Campaigns

One of the primary factors determining the success of a hospitality destination is the behaviour of patrons. In order to promote positive social norms and responsible patron behaviour, Responsible Hospitality Edmonton has developed several campaigns that meet patrons “where they are at.”

RHE has utilized focus groups and street teams to identify key areas of concern. In cases where empirical data regarding a certain issue is not available, RHE has conducted studies and surveys to better understand root causes and concerns. Based on this research, RHE then works either internally or with youth-focused marketing companies to develop engaging patron campaigns. These campaigns partner key messaging with giveaways that patrons are likely to appreciate and use.

Current campaign:

Have a Gameplan

• This campaign educates young adults about how to stay safe while heading out for a night on  the town
• Encourages partygoers to plan ahead for a safe night out
• Geared to an 18 to 21-year old audience who are new to going out
• Suggests that partygoers prepare for their night by doing such things as planning transportation, drinking responsibly and keeping a charged cell phone
• Free beverages distributed: hot chocolate in winter, lemonade in summer
• Giveaways (In Case of Emergency Cards, buttons, bracelets)
• Methods included giveaways, street team conversations, posters, downloadable/printable ICE cards)
• Learn more about the campaign

Other campaigns have included:

J. Walker

• A made-in-Edmonton video game developed to remind young adults about the dangers of jaywalking, particularly at night
• Launched in August 2013 with full-scale video game consoles to be played right on the street in the hospitality zones of Whyte and Jasper Avenues
• Can be played online at www.notagame.ca
• Will be available to supporting venues in the future to continue delivering the message about the dangers of jaywalking
• Learn more about the game on the City of Edmonton Website

Save the Party

• Included messaging around consuming alcohol responsibly, being considerate of others, looking after friends, and taking a taxi
• Free beverages distributed: hot chocolate in winter, lemonade in summer
• Giveaways (Save the Party buttons, glow necklaces and bracelets, pocket ashtrays, candy suckers)
• Methods included giveaways, street team conversations, posters and videos

Turn it Down

• To encourage patrons to be quiet in surrounding residential neighbourhoods, ear plugs were distributed to patrons. The ear plugs included messaging stating that the earplugs were a gift from neighbouring residents, and to please be considerate of their need to sleep

Be a Lover, Not a Fighter

• Targeted at the 18 – 25 year old male demographic, this campaign used edgy and sexy imagery to encourage patrons to avoid fighting, and instead, use their night out to meet females
• Major night club owners partner with RHE by allowing:
  • Imagery placed inside venues in full poster size
  • Smaller posters within washrooms
  • Table toppers thoughout the bar
• Social messaging packages were distributed by street teams. The packages included band-aids and condoms provided to highlight the two choices available to patrons

Pee Free

• To discourage public urination, this information campaign provided a listing of nearby free public washrooms in and around the Old Strathcona neighbourhood
• Messaging also identified the fine associated with a ticket to encourage use of toilets
• Information distributed on wallet-sized cards