AUSTRALIAN HOTELIER AWARDS SOCIAL MEDIA MARKETING AWARD WIN
Last week, Papaya took the stage with the team from Rose of Australia to accept the award for ‘best social media activity’ at the Australian Hotelier Awards NSW 2017.The winning social media marketing campaign saw The Rose of Australia secure 140 function enquiries 10 days following the launch of its function space, Howard’s Cocktail and Cantina Bar, on social media.
In attendance were over 1,000 pub owners and restauranteurs from across Sydney and New South Wales.
Both Pubtic and The Drop covered the story, featuring the below video, in which Catherine explains the winning strategy and approach.
The Rose of Australia bought us in to launch Howard’s, which is a sophisticated cantina concept, in a locals’ pub in the middle of Winter – so we really had a challenge set out for us. It’s not about having hundreds of thousands of followers. It’s about having and engaging your exact target market and for this pub, this family pub, that’s the local community. We really believe that Social Media is about building relationships, and to build a relationship you need to share a story. So, we really focused on sharing the stories, of each family (member), Howard, through family photos and also sharing the personalities and expertise of the staff.
The Rose of Australia may not have the biggest following, but Facebook comparison insights our engagement is 50% above some of Sydney’s most iconic venues. We’ve also seen a massive increase of the number of people tagging themselves at The Rose of Australia, taking photos of their food, caught the attention of some of Sydney’s best food writers and bloggers. So, Social Media is more than just likes, or followers, it’s about generating real business conversion and through the launch of Howard’s on Social Media we saw one hundred and forty function bookings in just ten days