The Rainforest Cafe theme-restaurant chain selected Minneapolis-based Bozell Kamstra as its first agency of record.
Bozell Kamstra won the business after a monthlong review that included several other Minneapolis shops, including Foley Sackett, Periscope Marketing Communications and Campbell Mithun Esty, said Jean Golden, director of corporate communications for the Hopkins, Minn.-based chain. Billings were not disclosed, but one source estimated they could reach $5 million.
Rainforest previously used several Minneapolis agencies for project assignments, including Fallon McElligott subsidiary Duffy Design and New Brighton, Minn.-based Risdall Linnihan Advertising.
Specific advertising and media plans have not yet been determined, Golden said. Bozell Kamstra will begin working with Rainforest executives to develop a marketing plan.
With a refined brand image, Rainforest hopes to generate more repeat business, sources said, by changing the perception that it is just another so-called "eatertainment" venue--a growing category that includes such restaurants as Planet Hollywood and Hard Rock Cafe.
Rainforest operates 15 stores domestically and three outside the U.S. Another six stores are expected to open before the end of the year.