Hooters was an unknown brand in Thailand when it first launched in the country back in April 2014. Our objectives were ambitious:
- To raise Hooters’ brand awareness among Thai people (specifically Bangkok and Phuket residents).
- To encourage tourists to visit Hooters Phuket more than one time during their average 7 to 10-day stay.
- To help Hooters recruit staff before their opening.
- To ensure high restaurant occupancy rate right from the launch.
ALL OUT AGGRESSIVE MARKETING COMMUNICATIONS STRATEGY
This called for content development for social media, website, print, and on the ground guerilla marketing activities.
We then put Hooters Phuket on the radars of tourists visiting the island destination. We did this by optimising their website for search engines and rolling out a 6-month Google Adwords campaign targeting tourists in Phuket and aimed at placing Hooters as one of the “must do” attractions while in Phuket.
We used social media platforms in recruiting the most qualified waiting staff, kitchen staff, managerial staff as well as the famous Hooters girls for the establishment. In running highly targeted recruitment campaigns on social media, we were able to successfully recruit most of the staff needed 3 weeks before the opening of the restaurant.
Our teaser campaigns targeted Phuket residents and tourists which all led up to the grand opening on the 1st of June 2014. The net result of our combined efforts included the restaurant being fully booked from Day 1.
WHAT WE ACHIEVED
NEW FACEBOOK FANS
MONTHLY SOCIAL MEDIA INTERACTIONS