White Spot Restaurants Launches New Brand Platform
White Spot has announced the launch its new brand platform which taps into the award-winning restaurant’s 83-year history to appeal to the hearts and stomachs of British Columbians. The multi-phased and faceted advertising campaign, which started last week, leverages an entirely new look and feel with the tagline, “Home to great taste…since 1928.”
The launch of the new platform is part of White Spot’s long-term business strategy that focuses on continuously redefining the restaurant and its offerings to stay relevant, along with facilitating significant expansion in Western Canada and abroad.
“In 1986, internal projections showed that we would serve our last meal in 2010 if we didn’t do something to increase our guest counts,” said Warren Erhart, President of White Spot. “We took immediate action by making substantial changes across the board—from our menus and restaurant décor and design, to developing our industry-leading Red Seal Chef training program. As a result, 2010 was a banner year for White Spot with unprecedented growth. In fact, 87 per cent of British Columbian’s who dined out last year, did so at a White Spot restaurant.”
Through the new brand platform, consumers will see a shift from White Spot’s “Celebrity Chef Campaign” to an emphasis on the White Spot guest experience that centers on the concept of “home”. The campaign was the result of a 12-month strategic process that engaged Vancouver-based creative agencies Me&Lewis and Taylor Made Media and included extensive research and creative testing to ensure the content would resonate with both existing guests and potential new diners in all markets.
SEE RELATED STORIES FROM THE WDM CONTENT NETWORK:
“Our marketing emphasis over the past several years has been on the continuously evolving menu and raising awareness for our industry recognized Red Seal Chef apprenticeship and certification program,” said Cathy Tostenson, White Spot’s Vice President of Marketing and Menu Development. “The next chapter will continue to highlight our fresh and diverse menu offerings, while at the same time putting the spotlight on the guest experience and the many qualities that make White Spot feel like ‘home’.”
The launch of the new brand platform represents one of many milestones for the company over the past two years. In addition to being recognized as one of Canada’s 50 Best Managed Companies, White Spot has opened five full-service franchised restaurants, eight Triple O’s quick-service locations in BC and three in Asia, has recently built a 1548 square-foot state-of-the-art culinary center at its Home Office in Vancouver and launched a 30-foot mobile restaurant branded “Triple O’s On The Go”. White Spot has also signed a development agreement in China for the opening of 16 restaurants under its Triple O’s QSR brand in Zhejiang province and Shanghai.
Edited by: Kristin Craik
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”