Passport to Italy: Il Fornaio's travel-themed promotion highlights its commitment to regional authenticity, keeping the promotion fresh for more than a decade.(MARKETING)(Company overview)

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Many restaurant marketing campaigns end before consumers even become aware of their existence. So it is highly unusual that a restaurant company would keep the same promotion for almost 13 years. Even more unusual is that the promotion is still working. Same-store sales increase 3 percent or 4 percent during the two weeks every month when Il Fornaio Authentic Italian Restaurant and Bakery's Festa Regionale promotion is in effect.

"I am adamant about this," says Senior Vice President of Marketing Michael Mindel. "I have seen over and over how companies get tired of their own ad campaigns and do not appreciate how much the intended audience likes it or is exposed to it."

A TASTE OF ITALY

Mindel was sure not to make that mistake at Il Fornaio, the Corte Madera, Calif.-based chain of 21 Italian restaurants that pride themselves on authenticity Il Fornaio's Festa Regionale promotion highlights …