The grand opening campaign would need to utilize a two phase campaign. Phase one was made up of traditional media outlets, and phase two was built around environmental/street graphics and elements that targeted opening weekend customers. In essence, once the moviegoers were captured via the initial campaign, their impression would be guided to certain experiential elements placed at the theater to build loyalty via emotional influence. We wanted to take advantage of the Rave's full array of brand senses; sight, smell, touch and sound.