Increasing Market Share with Local Products

Through targeted local advertising and featured content in Admire Marlborough and Stuff, Grovetown Hotel obtained market share in the competitive local restaurant scene.

It's success was driven by what we like to call Hyper-local, which is advertising targeted through regional mastheads, which connects you with the people you want to talk to.  Wherever there's a Fairfax masthead, there's an audience you can reach. See the regions we cover here

The Challenge

Increase exposure, customer bookings and build greater local brand awareness of the Grovetown Hotel’s recent improvements (including the new look of the establishment, an outdoor area and unique Kiwi-Japanese fusion dining experience).

Our Idea

Combine a Cuisine feature in Admire Marlborough (a sectional favourite with readers) with Grovetown Hotel’s committed display advertising to create multiple brand touchpoints. The feature article would tell Grovetown Hotel’s full brand story to a targeted, hyper-local, audience. This would boost awareness and position the hotel as a destination dining venue for Marlburians.

What We Did

We sent in Admire Marlborough’s team of top food writers and photographers to experience the restaurant first-hand. A double page spread showcased the hidden gem that is the Grovetown Hotel and gave a wonderful backstory on its evolution and development. Presented with beautiful photography, the dining experience was further illustrated by an interview with the owner that highlighted the Hotel’s unique,
personal character.

Published in the September 2016 edition of Admire Marlborough and on
Stuff.co.nz, the article was amplified to an extended national and global
audience introducing it as a tourist destination.

The Insight

We positioned Grovetown Hotel as a hotspot for foodies in the Marlborough
region, which meant we could deliver the client a pathway to new local
customers via multiple touch points. The hyper-local nature of Admire Marlborough (and its inclusion in the popular and much loved Marlborough Express) meant that subscribers were able to connect with the Grovetown Hotel at a local and personal level through our respected journalists.

The Results

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The Admire Marlborough article, featuring both in print and on Stuff, was the
catalyst for a surge in market growth for Grovetown Hotel. The feature was
a hit, the online story recorded 13,956* page views and the Grovetown Hotel
was inundated with reservations. With initial demand exceeding capacity,
the Hotel had the luxury of forward bookings across the three months leading
into Christmas and the New Year.

What The Client Said

“The phone has been ringing red hot and we have had an overwhelming
80 bookings on the weekend after Admire hit the streets [on September 2nd].
Due to hitting maximum capacity we have moved bookings and taken on
new ones. We are booked up until Christmas and expect the summer will
be very busy.”


- Damian Johnson, owner, Grovetown Hotel.

 


*Source: Adobe Analytics 1 September 2016 - 18 January 2017