Huge hospitality group portfolio sees increases up to 70% in organic functions traffic
Case Study: Red Rock Venues
RESULTS AT A GLANCE
SUMMARY
Red Rock Venues
2014-present
Red Rock Venues is a Melbourne-based hospitality group with a diverse portfolio of leading hospitality, tourism and event venues throughout Australia.
Their portfolio has included award-winning restaurants along with function spaces, iconic pubs and tourism attractions like the infamous Melbourne Colonial Tramcar Restaurant and Eureka 89 & Skydeck. Red Rock also proudly owns and operates a number of Melbourne venues including HopHaus, Ludlow, BearBrass, and P.J.O’Brien’s Irish Pub at Southbank, along with two very popular CBD venues - Cookie and Magic Mountain.
When we began working with Red Rock in 2014 our goal was to specifically increase the visibility and rankings of their Melbourne venues, leading to a higher number of bookings for Functions, Events, Dining & Bar, Private Dining, & Conferences. Since then we have helped them expand their online presence to include their entire national portfolio, developing complex site maps and very targeted, niche content for each venue.
SOME OF OUR NOTABLE RESULTS FOR RED ROCK SO FAR:
- 224% increase in Google Organic traffic for Beaches Backpackers (Airlie Beach) in the first 12 months
- Helped launch their new Red Rock Venues site in 2017, and over two years have increased their Organic Google traffic by 62%, which has in turn increased bookings via the website by 54%
- In the first three years we increased traffic to their functions pages by up to 70% on average across 8 venues
- We had Hophaus ranking number 1 for “German Restaurants Melbourne” within the first 6 months.
CHALLENGES
The challenges we faced initially were around the level of fierce competition in one of Melbourne’s biggest hospitality meccas, Southbank, and more generally speaking in and around Melbourne. We needed to find an edge and obtain exposure in a way that stood out from the rest.
Additionally, over time multiple website rebuilds across their portfolio have created a number of technical SEO issues that have needed to be addressed through SEO Technical Audits.
HOW OUR PRODUCT HELPED
The team at Armstrong Creative brings over 20 years of expertise of marketing and communications, along with events and hospitality.
We believe this combination of expertise has given us a unique insight into the workings of this industry, and most importantly our understanding of consumer behaviour within this environment. We could speak the language, hence set out to develop strategies that were relevant, unique and personalised.
Throughout the time we have been working with Red Rock, our dedicated service and account management has included:
- 224% increase in Google Organic traffic for Beaches Backpackers (Airlie Beach) in the first 12 months
- Helped launch their new Red Rock Venues site in 2017, and over two years have increased their Organic Google traffic by 62%, which has in turn increased bookings via the website by 54%
- In the first three years we increased traffic to their functions pages by up to 70% on average across 8 venues
- We had Hophaus ranking number 1 for “German Restaurants Melbourne” within the first 6 months.
CONCLUSION
By investing in an ongoing, customised digital marketing strategy, Red Rock has seen consistent growth in function bookings, dining sittings and bar traffic since the beginning of its campaign with Armstrong Creative.
As a result of this growth we have continued to take on more venues from the Red Rock portfolio, which in turn has increased bookings via their website by 54%.
