Bar + Restaurant Marketing and PR

Cucina Rustica

Big Cat delivered a 12 month integrated campaign to raise the profile of Cucina Rustica within the West Midlands

Client

 

Cucina Rustica is a modern Italian restaurant, combining authentic Italian food with a twist in their well-known Jewellery Quarter restaurant.

Objective

 

Established in 2011, Cucina Rustica is a firm favourite amongst Birmingham diners, however with increasing competition from the high numbers of F&B openings in the city, Big Cat was tasked with raising and maintaining the restaurant’s profile, ensuring it was front of mind for those looking to dine out.

Key objectives for the 12-month campaign period were as follows:

  • Increase mid-week bookings
  • Position Cucina Rustica as a first choice for corporate and ‘special occasion’ dining

Delivery

 

  • Management of social channels and content creation for Facebook and Twitter, to encourage engagement with followers
  • Consumer and corporate influencer engagement to help boost visibility amongst target audience groups
  • Monthly email newsletters transmitted to customer database promoting offers, new menus, exclusive events
  • Corporate sampling with top 10 corporate organisation in Birmingham to raise awareness of Cucina Rustica as an ideal venue for corporate dining events
  • PR tactics to engage and drive customers into the restaurant
  • Sourcing relevant industry directories in which to advertise Cucina Rustica, further boosting visibility
  • Website maintenance and SEO to ensure optimum site performance and increased online visibility
  • Management of Google AdWords PPC campaign to target active search activity

 

Results

 

Throughout the campaign period, the following results were achieved:

  • A 14% increase in website sessions
  • An 11% increase in visitors to the website
  • Increased rankings for over 11 keywords including;
  • Jewellery Quarter restaurants Birmingham
  • Italian restaurants Birmingham UK
  • Best Italian restaurant Birmingham
  • 19% increase in search visibility score
  • Over 20 keywords ranked 1-10 on Google search pages
  • The PPC campaign attracted 1,805 clicks through to the Cucina Rustica website
  • 50 pieces of news coverage were secured during a four month period including; online, print and social publications and platforms. Audience reach achieved was in excess of 1million, with a PR value of £44,954
  • Positive reviews from influential bloggers in the Midlands including Good Girl Gone Brum, Brum Hour and Bite your Brum.

 

In correlation with the positive results achieved above, Cucina Rustica also experienced an overall increase in bookings throughout the week, resulting in a YOY increase in sales. Furthermore, relationships have been established with key corporate organisations in the city, which have since gone on to book business events and team events at Cucina Rustica.

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