Tourism Vancouver has truly succeeded in creating an event that foodies near and far can look forward to each New Year: the annual Dine Out Vancouver Festival. With an increasing roster of participating restaurants (231 and 241 in 2012 and 2013, respectively), the festival allows consumers to enjoy three-course meals at three affordable price ranges: $18, $28, and $38.

The beauty of this festival is that these menus are unique to Dine Out Vancouver, and individual items are guaranteed to be priced cheaper than listed on regular menus. It is this unique promotion that Tourism Vancouver uses to help market and encourage consumers (including non-foodies) to try out new restaurants, with relatively low monetary risk involved. However, 2013 marked a bigger, and better festival, complete with a separate event for food carts, and increased partnerships with local hotels.

I think that this marketing campaign to promote Vancouver restaurants is genius; the excitement generated by the foodie community acts as free advertising of the event, and likely leads to many first time visits to restaurants that have an expensive reputation. Once having experienced the quality product that participating restaurants offer, consumers will remember the great food (affecting their benefits usage rate), along with the great deal that the festival offered. The result is increased motivation for consumers to visit Vancouver restaurants, even after the festival period, and perhaps to further take advantage of other food and entertainment the city offers.

The slogan of the festival is “Every story starts with a reservation”, and I think that the inviting feeling that is conveyed by these words helps to show consumers that Dine Out Vancouver is about getting together with friends and family to enjoy great food. After all, cheap food items can be found in abundance, but great times with loved ones are priceless. It is this message that allows Tourism Vancouver to truly touch the psychographic aspects of consumers including attitudes and lifestyle routines, and the reason for Dine Out’s 10+ years of success. I can’t wait for 2014’s festival to come around!