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Hospitality New Zealand’s Top 50 Gastropubs Campaign
The Campaign
The campaign unfolded in two phases – with the first step encouraging gastropubs to participate in the inaugural competition. Our multi-channel plan starred a series of targeted ads on Google and Meta platforms designed to reach gastropub owners, managers and decision-makers nationwide.
An innovative targeting approach used a blend of first-party databases, lookalike audiences and interest-based targeting to reach the right users, supported by a Google Search campaign for relevant competition keywords.
Compelling case studies featuring fellow gastropub entries were woven into ads, organic social media posts, and targeted email blasts; helping build momentum and inspire others to join in. The Meta activity in particular was a grand success – driving a 59% sign-up rate among those who clicked on our ads. Being the first year for this competition, we’ll cheers to that!
With tons of registrations on board, it was then time to reel in the votes. Phase two shifted gears to appeal to a broader audience – Kiwis hungry to share their love for their local! Paid ads featured clear voting CTA’s, served with a side of spot prizes to pique the interest of pub lovers.
Visual placements across Meta and Google were used to evoke a sense of connection to the iconic gastropub, and drum up clicks and votes. Remarketing activity and a final email blast sent in the campaign’s closing days nudged those who had visited the website but hadn’t quite tapped the vote button yet. All-in all, 28% of those who interacted with our Meta ads submitted a vote.
The Results
- 85 gastropub entries (exceeding our 50 target)
- 5,203 consumer votes (surpassing our goal of 5,000)
This campaign was an epic example of Kiwis supporting Kiwis to achieve success, and it generated a great buzz throughout the pub industry and in the media. It was an especially-symbolic feat as this was a brand-new initiative in 2024, and a fresh way for Hospitality New Zealand to engage its members.
At Maverick, we jump at opportunities like these – to support local, think outside-the-box, and use our digital marketing expertise to support New Zealand’s tourism and hospitality sectors.
So, next time you’re searching for a gastropub for a quiz night, date night or a just-because night, check out the Top 50 Gastropubs website to reconnect with a past favourite, or find a new brew.
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