Any ideas?

My less famous brother is about to become more famous. That's right, he's a contestant in McMaster University's version of "The Apprentice" and he wants to win win win. The rules are a little bit different; two teams of five compete against each other and instead of firing someone each week, an entire team of five will win at the end and will all be offered jobs with good companies. My brother's future is riding on this! And he needs YOUR help. No, he doesn't need it, but it could be of use.

So the first challenge, due at the end of this week, is to think of a campaign that will help bring customers back to the "Firken pub" chain. What with the new non-smoking bylaw, business is suffering an unprecedented loss. What would you do to bring the customers back?