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Category
Events & Experiential
Annual ID
OS_PR20_036M
About the Work
Taco Bell fans LOVE Taco Bell. Which might seem surprising, considering that we are a fast food restaurant and they only spend an average of 3 minutes and 55 seconds with us. So, we thought, “what if we spent more time together?” Welcome to The Bell: A Taco Bell Hotel and Resort, where taco dreams were turned into reality in August 2019. After building buzz and anticipation, eager fans snapped up reservations in two minutes. Surprises included everything from Baja Blast welcome drinks to Hot Sauce inspired-key cards, Bell robes, decorated rooms and eye-catching Hot Sauce designed pool floats. There was a Taco Shop with Taco Bell-inspired resort wear and an on-site salon offering Taco Bell inspired braids, fades and manicures. From check-in to check-out and beyond, people were spending lots of time with Taco Bell, whether they were at the hotel or not. With zero paid media dollars, The Bell resulted in 4.4 billion earned media impressions and 5,000+ media stories, more than 75 percent of Taco Bell’s stories for all of 2018 combined. In the end, The Bell proved, even a restaurant known for being fast can slow down and spend time with the ones they love.
2020 Awards
Total Points: 2
Merit
Credits
PR / Marketing Agency
United Entertainment Group / New York
Edelman / Los Angeles
Client / Brand
Taco Bell / Irvine
Art Director
Andrew Kassl
Creative Director
Julie Blakley
Executive Creative Director
Jordan Atlas
Executive Producer
Gabe Banner
Producer
Monica Davis
Account Team
Jennifer Ardnolt
Matt Prince
Rob Poetsch
Jenna Marrone
Jill Knisley
Caitlyn Weldon
Emily Erskine
Rebecca Lear
Ronald Quintero
Elizabeth Wilbur
Riley Muse
Suzette Ford-Duffus
Jennifer Levin
Alec Treffers
Erika Prime
Lindsay Hromadka
Margaux Weber
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