Resy and American Express sought to create a standout activation in New York City to launch their “Reservationship” campaign. The goal was to raise brand awareness by engaging the public in a way that highlighted Resy’s core offering—access to exclusive and hard-to-get restaurant reservations while creating a deeper emotional connection between diners and the restaurants they book through the platform—while creating a memorable, buzzworthy consumer experience.

My team and I conceptualised and executed a pop-up activation featuring a one-day pop-up in NYC’s Flatiron Plaza where Resy “reservation matchmakers” helped attendees find their ideal restaurant match under a massive “Reserved” table tent via a curated menu quiz. The pop-up activations also included surprise encounters with celebrity chefs. To extend the activation nationwide, we organised exclusive Resy Drops for top restaurants in major cities over five days, offering curated reservations, special experiences, and surprises like off-menu dishes and custom take-home items.

The campaign generated significant buzz and consumer engagement, with the pop-up event drawing attention from foodies and media alike. The mailing list-exclusive reservation drops extended brand engagement over several days both in NYC and nationwide, helping solidify Resy’s brand positioning as the go-to platform for high-demand dining experiences.