'Viva La Diva' Promo by Arnold Worldwide-St. Louis Vamps Up Thursday Nights for Houlihan's

Glam-Packed Diva Campaign Debuts in St. Louis, Chicago, Kansas City, Atlanta, Philadelphia & Pittsburgh

St. Louis, MO (PRWEB) June 21, 2004 -- Flirting is good cardio. At least in The World According to Diva" and the Viva La Diva promotion created by ad agency Arnold Worldwide-St. Louis for client Houlihans Restaurants now launching in six major U.S. markets.

With vampy humor and stiletto-heeled posturing, the integrated print, point-of-sale, website and guerrilla campaign, with radio support in select markets, beckons divas of all varieties to a new take on ladies night every Thursday, all summer.

Molly OBrien, account supervisor at Arnold Worldwide-St. Louis, says, The attitude of this summer promotion for Houlihans is 'Sassy Girl Smart with a fun, confident twist."

Man Child, Go Home" and Gossip, Straight Up" are among the Diva-tude messages on posters, coasters, flyers, banners, print ads and in a booklet called The World According to Diva" debuting for Houlihans in Atlanta, Chicago, Philadelphia, Pittsburgh, Kansas City and St. Louis this summer. Diva-tude also will radiate on the website www.houlihans.com.

Extra, market-specific activities embellish the Viva La Diva concept. For example, in-restaurant radio promos in Pittsburgh will feature appearances by popular DJ and party hostess Vicki Cohill. Guerilla teams in Chicago will distribute 11,000 Viva La Diva flyers and posters at malls, salons and day spas. Makeup artists and massage therapists will do their thing gratis for Divas at select Houlihans restaurants, and all Houlihans will offer half-price appetizers and drink specials on Viva La Diva Thursdays, plus bootilicious gifts such as T-shirts, cosmetics and Basket of Booty" prizes.

OBrien credits copywriter Lori Jones and art director Candy Freund with creating the witty, feminine edge for Houlihans sophisticated new campaign. Our clients at Houlihans wanted a fun, relevant and memorable alternative to oh-so-boring 'Ladies Night Out promos. Viva La Diva is sassy and flirtatious. Its for women who are up for anything."

Jen Gulvik, creative director and brand manager for Houlihans Restaurants, Inc., says, The campaign really celebrates being a girl in a way that we think will connect with women aged 21-34 and drive our bar business."

Established in 1972, Houlihans is one of Americas most popular eateries, serving delicious pastas, ribs, desserts and much more in a relaxed, friendly atmosphere. Currently, 79 Houlihans restaurants operate across the U.S., including 31 corporate and 48 franchised and licensed locations. At least 20 new locations are expected to open in the next two years.

Arnold Worldwide is owned by Paris-based Havas (Nasdaq: HAVS, Euronext Paris: HAV.PA). The highly creative agency network has four full service offices in the U.S., including its Boston headquarters, New York City, Washington D.C. and St. Louis. Named one of the three most creative agencies in the world by Creativity Magazine, Arnold has won the Grand Prix at the International Festival in Cannes, plus the top prize at the International Andy Awards. Arnold also is a two-time winner of the prestigious Grand Kelly, and has received numerous ADDYs, Clios, EFFIEs, Obies and One Show awards.

For information, call Jeff Dunlap @ Powerline Public Relations @ 314.721.5505 in St. Louis.

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