Kelsey’s Roadhouse has launched an integrated campaign celebrating that most iconic of summer activities: the road trip.

“That Kelsey’s Roadtrip Feeling,” developed by Lifelong Crush, will use TV and high-impact OOH, which means leveraging stunt billboards (pictured) across Ontario and Eastern Canada to gain over 50 million impressions during the summer “Roadtripping” season, to connect the feeling one gets on a road trip with the experience of dining at Kelsey’s.

“Kelseys aims to give guests a feeling that the Roadhouse is a welcoming place for everyone, where you can come in be free and and enjoy the ride,” Shannon Lawler, chief operating officer, Kelsey’s Original Roadhouse, tells Media in Canada. “We also wanted to separate ourselves from the competitive set, rather than just communicating offers, we wanted to showcase the Kelseys road trip feeling.”

To do this, television spots will reach audiences in Ontario and Eastern Canada via sports and family-focused media channels. “Out-of-home has been a tactic the Kelseys brand has leveraged for three years. It allows us to be in proximity of our locations which is important to us, allowing us to tap into the ‘Road Trip’ in a unique way by being on-route to locations,” Lawler adds.

The media buy for this campaign is more strategic than prior years, says Lawler, allowing them to leverage multiple media channels at the same budget tier as previous years.

The strategy aims to drive 25 – 45-year-olds audience into the Roadhouse, along with sports fans and families.