bk (service) case study
Bonito Byron Bay
introduction:
Bonito Byron Bay, nestled within Hotel Marvell, opened its doors in July 2023, offering a unique culinary experience inspired by the flavours of the sea and land. With a commitment to sustainability and local sourcing, Bonito aimed to carve its own identity as a standalone restaurant despite it’s location within Hotel Marvell.
challenges:
Tasked with establishing Bonito Byron Bay as a distinct entity, our team at Bees Knees focused on crafting a visual identity, generating media coverage, and implementing comprehensive digital marketing strategies within a constrained budget.
strategies:
Visual Identity:
The logo and colour palette reflected Bonito’s identity as a premier dining destination, highlighting its local land and sea influence, the preliminary branding laid the foundation for establishing Bonito as a standalone restaurant.
Media Familiarization:
To generate buzz before the public opening, we hosted influential food writers for an exclusive dinner experience. This resulted in coverage across 11 publications, with an estimated media average value of $326,570.
Social Media and Email Marketing:
Recognizing the importance of standing out in a competitive market, we developed a robust social media strategy focused on engaging content and strong calls-to-action. Simultaneously, our email marketing efforts aimed at building a loyal customer base and achieving above-average open and click-through rates, exceeding industry benchmarks by at least 34% and 3%, respectively.
Paid Media Campaigns:
Leveraging paid media channels such as social media and Google Ads, we executed targeted campaigns to drive bookings for Bonito. Over the past five months, these campaigns have generated a total of 399 bookings, demonstrating the effectiveness of our strategic approach.
results:
Despite budget constraints and a limited image library, our strategic initiatives resulted in significant media coverage and consistent bookings for Bonito Byron Bay.
By establishing a strong digital presence and emphasizing unique selling points, we successfully positioned Bonito as a standout dining destination in Byron Bay.
conclusion:
Through creative branding, strategic media partnerships, and targeted digital marketing campaigns, we effectively launched Bonito Byron Bay as a premier restaurant within the Hotel Marvell ecosystem.
Our case study showcases the power of innovative marketing strategies in establishing a distinct identity and driving tangible results for our clients.
At Bees Knees, we are committed to delivering exceptional outcomes and fostering long-term partnerships built on collaboration and continuous optimisation.
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