Introduction

In the competitive landscape of Qatar's hospitality industry, our restaurant faced the challenge of establishing a strong foothold post-launch. The primary objective was clear: to significantly increase foot traffic, particularly from the expatriate community.

 This demographic, largely composed of professionals from the EU, US, and other regions, represented a substantial market opportunity. Our strategy was centered around leveraging the Rugby World Cup - an event with widespread appeal among our target audience. 

By aligning our marketing efforts with this globally recognized event, we aimed to not only increase immediate footfall but also establish a lasting presence in the minds of expatriate customers.

Plan

 After understanding our key demographic, we focused our campaign on expatriates with an interest in rugby. Our primary goal was to enhance the visibility of our main hotel bar, The Highmore, and transform it into a sought-after destination during the Rugby World Cup.

1. Strategy & Execution Overview:

Target Audience Strategy

1. Primary Focus: Our primary target was expatriates with a keen interest in rugby. This group included both individuals and their social circles, encompassing friends and colleagues who also shared this interest.  

2.  Secondary Focus: We also aimed to engage followers of local rugby clubs, extending our reach within the rugby enthusiast community.

Partnership Strategy:

Established a key partnership with DIFC Rugby Club, which has over 300 active members.
The partnership involved a barter agreement, fostering direct engagement with the rugby community and enhancing market visibility

Event Hosting Strategy:

1. Live Screening Events: The Highmore took center stage as the host venue for live screenings of all Rugby World Cup matches.

2. Customized Food and Beverage Packages: To enhance the guest experience, we introduced special food and beverage packages specifically designed for the Rugby World Cup audience. These packages offered a curated selection of items, aligning with the preferences and expectations of rugby fans

2. Execution 

Owned/Paid Actions:

1. Social Media teaser ad for lead generation

2. Targeted social media ads for expats from specific countries

3. Remarketing ads for individuals who responded to our initial teaser

4. WhatsApp broadcasts to generated leads

5. A landing page featuring special offers with a call-to-action for booking

6. Email marketing to our existing database and new leads from the teaser campaign

7. Collaborations with expat communities, like CCI France, to distribute our offers

Earned/PR Actions:

1. Promotions via the Rugby Club's social media about our World Cup events

2. Social media competitions hosted by the Rugby Club with The Highmore Bar vouchers

3. Exclusive hosting of the Rugby Club's core team for a match

Content

1. A static teaser ad released 10 days before the World Cup for lead generation image

2. A targeted video ad campaign on platforms like Meta and YouTube, focusing on rugby fans

3. Outcome

The campaign was a resounding success:

1. We secured bookings for during the Rugby World 483 guests Cup games.

2. Sales included 267 beverage packages and 503 food packages

3. Our Instagram followers increased by . 8%

4. There was a 25% rise in Google My Business inquiries and direction requests.

5. The campaign achieved a Return on Ad Spend (ROAS) of 1:18

4. Learnings

In reflecting on our Rugby World Cup 2023 campaign, several key insights emerged that will shape our future marketing strategies. These learnings range from operational enhancements to marketing tactics as below: 

1. The partnership with the local rugby club proved to be a significant driver of success. For future events, forming similar alliances, perhaps even with multiple clubs or community groups, can amplify reach and appeal

2. Our experience highlighted the importance of having enough TV screens to accommodate guests. The limited number of screens often resulted in the outlet reaching full capacity quickly

3. The success of our social media ads was partly due to precise targeting and timing. Future campaigns can benefit from even more refined targeting strategies, focusing on peak times and leveraging data for better audience engagement

4. Post-event customer feedback suggested a desire for more interactive experiences, such as themed drinks or halftime entertainment. Incorporating such elements could enhance customer satisfaction and retention.

5. The campaign taught us the importance of being agile and responsive. Quick adjustments in strategy, based on real-time data and feedback, can signficantly improve campaign effectiveness.

About the writer

Prafull,  comes with over a decade of marketing experience in the industry. He specializes in search engine marketing (Google Ads), SEO, social media marketing, E-mail marketing, and conversion rate optimization. He believes in the power of data and analytics to inform and improve marketing efforts. He has a proven track record of success in driving traffic, generating leads, and increasing conversions. He has worked with multiple brands in his career like Hyatt hotels, Waldorf Astoria, Sheraton Dubai, Canon Middle East, and more.