spottydog was briefed to launch All Bar One’s new Edinburgh Airport site to ensure guests travelling through the airport made it their first destination on their travel itinerary. With the bar only accessible when travellers were airside, we were unable to utilise event-led tactics, so our strategy centred on heavy use of social media to build a social community for All Bar One in Edinburgh.
Delivered through our Scottish presence, scottydog communications, we started by creating a social media content plan and an influencer marketing strategy that would run for a month, with the aim of encouraging local people to like and interact with the page and raise awareness of the new bar. To do this we used a variety of tools to encourage engagement; Facebook competitions, gifs, polls and links back to the local All Bar One website.
Offline we engaged with local media, travel writers and bloggers to ensure that All Bar One Edinbugh Airport site featured in relevant travel guides and tourist information.
For our latest All Bar One opening, Edinburgh Airport, the Facebook page has had an 85% increase in page likes over the past month, a 18,635% increase in users reached, and a 4,415% increase in post engagements.
The Edinburgh Airport site has achieved 15 pieces of coverage to date, including a mixture of national Scottish publications such as The Scotsman, business press and national trade publications.