Dave & Buster's, Dallas, on Monday broke its first national campaign, a $9 million effort from BrannForbes. The goal of the TV, radio print and direct campaign is to boost brand awareness and draw new customers to the restaurant chain. The ads are tagged "Big time fun.'' Southwest Media handles the media buys for the chain's 25 markets. Despite a 35% sales increase to $247 million in 1999, the chain of game-based entertainment and dining complexes saw profits drop, which led the company to triple its marketing budget to include the branding effort.
Copyright June 2000, Crain Communications Inc.