This week, G&M launched an integrated marketing effort for Roy’s Restaurants that challenges loyal guests to visit 3 different Roy’s in the L.A. and Orange County area for a chance to win a trip to Hawaii. The L.A. Ohana Tour rewards guests with each visit and automatically enters them into the grand prize sweepstakes after the third trip to Roy’s.

“This is an idea that was born out of listening to what our guests had to say in social media,” noted G&M Partner, Mickey Taylor. “We noticed that our Fans were quite proud of how many different Roy’s they had experienced. It’s almost like a status symbol to them. So we created the L.A. Ohana Tour as an incentive program for what our guests were already doing on their own.”

On the first visit, guests receive an L.A. Ohana #1 card which entitles them to a free Chocolate Souffle at their next Roy’s location. On the second trip, they turn in the first card for card #2 which earns them a $20 Gift Card and entry into the sweepstakes after completing the third visit.

Support for the campaign includes radio, online, email, social and P.R. “Every element of the campaign works in conjunction with the other. We’re integrating P.R. efforts into email blasts, email with social media and digital with P.R.,” said Mr. Taylor.

The L.A. Ohana Tour will last through the summer with plans to potentially roll the program out nationwide.