Client
The client
The Peace and Plenty Inn is a luxury waterfront accommodation provider in historic Devonport, Auckland.
The brief
The Bridge team were tasked with promoting their new Victorian High Teas experience within the greater Auckland region. Judy Machin, owner of the Peace and Plenty Inn, was keen to position the Peace and Plenty Inn as a premier High Tea destination for both Aucklanders and visitors.
Judy identified key booking periods and provided sales targets for the campaign. Our goal was to raise awareness of Victorian High Teas in order to generate customer enquiries and to achieve maximum capacity for the specified dates.
The solution
We researched the market to determine the best way to position the offer and which channels we could utilise to communicate the unique nature of the Victorian High Teas. Our approach involved using free promotional opportunities where possible as well as identifying cost-effective activities that would drive consumer demand.
The Bridge solution included:
Competitor analysis:
We provided a comprehensive competitor analysis of existing High Tea experiences in Auckland. The report included details of product offering, pricing and key operational information.
Product positioning and key messages:
The Peace and Plenty offers a unique and authentic Victorian High Tea experience in a beautiful Victorian villa setting. It also has a prime waterfront location within historic Devonport which is a popular destination for both Aucklanders and visitors. Key messaging was formed to promote the unique historical link between the High Tea experience and the Victorian Villa setting.
PR & online marketing:
We researched the most effective online avenues for promoting the product offer with a focus on the Auckland market. We utilised engaging content to position the Peace and Plenty Inn as a unique experience in Auckland. We maximised the online presence across various platforms including forums, tourism and visitor websites and “What’s on in Auckland”.
Targeted promotion:
We negotiated a cost-effective consumer giveaway promotion with a key Auckland e-newsletter distributed to over 30,000 residents. To maximise traffic to the Peace and Plenty Inn website we developed an engaging form of entry. The promotion was featured on the front page of the e-newsletter and on the website for three weeks leading up to Mother’s Day.
The result
The level of awareness for Victorian High Teas increased dramatically and we were able to generate more customer demand than the client was able to service for key booking dates. The Peace and Plenty Inn has been successfully positioned as a unique High Tea destination in Auckland and continues to receive a heightened demand for this product.
“We needed to communicate our new Victorian High Tea offer to the wider Auckland market so we engaged The Bridge for this marketing activity. They managed to get us in front of thousands of people using online marketing and as a result we were inundated with bookings, which was fantastic. Well done The Bridge!”
Judy Machin
Director