RSM were engaged to develop and execute the launch campaign for the all new outdoor space at The Southern Hotel –The Terrace. The campaign included a strategic digital,social and PR focus in an effort to capture a new market for the space. The campaign included a number of external promotional elements – centred around social and digital exposure,as well as a number of content requirements for a successful uptake to market.
Aims of the launch campaign included the promotion of the new brand,expectations of the space and offering to both new and current customers and solidifying the locally owned elements of the business operations (spotlighting Richard and The Southern Hotel’s history). It was an aim to spotlight the space to the current database,members and customers to encourage immediate and ongoing support for the space – while creating intrigue and exposure in new markets with a strong female focus.
The campaign built in momentum,including teaser phases into the launch of the spaces brand,3D impressions and again leading into the live launch of the new website landing page,menus,and opening events. The public opening weekend events marked the ‘peak’ of the campaign,with momentum building from minimal detail/teasers through to personalised renovation updates,interior,food,cocktail and drink content,entertainment and finally the VIP and public launch events.
Overall,all aspects of the campaign equated to a highly successful campaign – with continued interest across the strengthened digital channels,press exposure as well as word of mouth feedback.
