the brief

Dolly, designed as part of the new Le Meridien Melbourne, is an old-Hollywood-inspired hospitality venue defined by its modern European fare, seasonal Victorian produce, and art-deco architecture. We were approached with this project pre-launch and were tasked with establishing Dolly as an independent, modern dining destination, not just a hotel restaurant - which is a unique direction for the Melbourne market.

the solution

Northbrook created a comprehensive social launch strategy in collaboration with PR briefing to ensure we were fully capitalizing on the traditional media campaign, and supporting this activity through our social activation. We created a hero video campaign for Dolly that was designed to capture the look, feel, and intention of the venue, and introduce Dolly to a skeptical Melbourne audience. We have followed this through with an ongoing social campaign, including follower-growth driven competitions, creative targeting, and unique copy to create a premium hospitality venue that stands apart from the parent account, and has begun gaining enormous traction in the highly elusive Melbourne dining scene. We have achieved a $0.14 CPC on our Top of Funnel campaign, a $0.37 CPC on a campaign targeting pre-theatre diners, and have exponentially increased Dolly’s following to achieve 1000 unique followers in 6 weeks since the launch of the venue.