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Adventures in Branding: Experience a New Level, Level III

Union Square: A downtown tipster sends along word of a curious ad campaign and touches on one of the best pre-opening slogans we've seen in some time: "There are signs for Level III everywhere on street level with the kind of trendy people I never see in San Francisco, and the website wants me to 'Experience social food and modern cocktails at a new level - Level Three'. What's going on here?" First some background (the Scoop mentioned it in passing last week) Level III will take over entire third floor of 500 Post in the old Pacific space, will be a modern Californian restaurant/lounge, and is planning on opening June 9th. The campaign does seem to be aimed at a certain, ahem, demographic—see the OpenTable page for a close look of the pretty people—but we really can't get enough of the slogan: it's two levels better than any new restaurant on the first floor. That, friends, is hotness.
· Level III [Official Site]
· Level III [OpenTable]

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