Taken over in 2017 by chef Henry Hunt (The fifth generation of Hunt's to run the family owned establishment) the Smugglers Inn, pub and new cafe had huge potential to expand in many avenues. From online bookings to golf packages, weddings to an increase in restaurant bookings the Inn, pub and cafe had much potential. However, with no brand, online presence or marketing strategy in place everything had to be built from scratch. 

Starting at the Start

For both Inn and cafe the name and narrative chosen was 'The Smugglers Inn' and 'The Smugglers Cafe'. Two separate identities were created but designed similar in structure to help customers link their stories and brand. The narrative behind both was the history behind Smuggling and that of the famous local smuggler Theobald Magee, to whom the local area of PortMcGee was named after.

The pub within the Inn was not within our initial contract but as the contract progressed I felt it beneficial to brand the pub as a separate entity. After local research of potential revenue streams and an analysis of local demographics the pub was named 'The Payne Stewart Pub' with a tagline 'Seafood, Steaks & Whiskey'. With the pub adjacent to the world famous Waterville golf course I focused heavily on the 'American Golfer / Golf Tourist Market'.

New Brand(s), New Vision

With stories in place for Inn, Cafe and now Pub - brands and graphics were developed for everything from signage to menus, marketing material to websites.

Developing Revenue Streams

The main focus of this particular contract was brand development but building a foundation of lead-generation and revenue generating sales pages were also important. Sales pages focusing on additional revenue streams such as wedding packages and golf packages were developed. The pub and restaurant menus were also analysed to maximise selling potential, up-sells and cross-sells. 

Golf Packages

Strategy, sales pages, signage and packages were researched, designed and implemented to increase the footfall of golfers into the restaurant and bar. Sales pages and "Golfing Packages" were also created to move online bookings from booking engines (such as booking.com) to direct booking's via the website.

Wedding Packages

With the Smugglers located in a unique location, it offers it the ability to host a unique wedding. The Smugglers Inn had not focused too much on the wedding market in years gone by, but with new ambitions, I wanted to put Weddings at the forefront of revenue stream potential. Tracked Sales pages, menus and packages were written and designed.

Star Wars

The main focus of the contract was on increasing the revenue of the Inn. Sales pages focusing on additional revenue streams such as wedding packages and golf packages were developed. The pub and restaurant 

Local Tours

The main focus of the contract was on increasing the revenue of the Inn. Sales pages focusing on additional revenue streams such as wedding packages and golf packages were developed. The pub and restaurant 

In-House Bookings (Around Booking.com)

The main focus of the contract was on increasing the revenue of the Inn. Sales pages focusing on additional revenue streams such as wedding packages and golf packages were developed. The pub and restaurant 

SEO and Cementing Local Search Results

A new brand image and conversation was constantly promoted via Facebook. Pinterest and the globally recognised home design website Houzz were also used to further increase SEO and rankings. Facebook advertising was used to promote sales to already warmed and tracked customers via custom audiences.

The Smugglers Cafe

A new brand image and conversation was constantly promoted via Facebook. Pinterest and the globally recognised home design website Houzz were also used to further increase SEO and rankings. Facebook advertising was used to promote sales to already warmed and tracked customers via custom audiences.

The Payne Stewart Pub

A new brand image and conversation was constantly promoted via Facebook. Pinterest and the globally recognised home design website Houzz were also used to further increase SEO and rankings. Facebook advertising was used to promote sales to already warmed and tracked customers via custom audiences.