Our approach was to find and tell their story in a way that reflected the heritage of the place, the professionalism of Marianne and Richard, and appeal to their target markets. Signalling a new chapter in The Plough’s long history. A bright, flexible and distinctive identity to reflect the values, strengths and ambition of Marianne and Richard.
When we started looking at the ever-growing landscape of Gastro Inns, one element continued to stand out; The Plough is real – it’s a celebration of authenticity in a world of fakes.
It’s the real deal – a mediaeval Wealden Hall house, a proper chef-patron, Kentish food and great drinks, superb hospitality, immaculate rooms and comfy beds – set on an island of unspoiled English countryside with a glimpse of the sea on a clear day.
It was clear to us that positioning would appeal to all of The Plough’s target markets – without alienating stakeholders such as the local community, current customers and suppliers. Authentic is a promise that The Plough delivers naturally – and it implicitly conveys lots of great benefits to consumers today: value for money, integrity, quality food, safety, care, trust, welcome, tradition, hospitality, a Kentish experience, a community and sense of place.
To increase occupancy rate throughout peak season
Establish the special quality of food and beverage offer
To increase awareness of complete offer – Pub/Restaurant/Rooms – with third-party recommenders, tourism boards, attractions, local community, media
To become a go-to destination for outstanding food and boutique accommodation in Kent
Recognition for food, service, accommodation – win prestigious local and national awards
We developed new messaging and photography that captured The Plough’s authenticity and quality of service, the welcoming ambience created by a professional hotelier and chef patron management.
Primary – Silver market / London weekenders / Family short breaks – local foodies/Visiting Friends & Relatives/Special occasion dining / Events
Secondary – Overseas market / Business / Stopover market – travellers from UK to Europe and back
Core Message : “A truly authentic hospitality experience for diners, drinkers and travellers in a quiet corner of Kent.”
Identifier :“Authentic in everything it does.”
Differentiator : “Independent and owned by a family of hospitality professionals – a chef-patron and a hotelier. ”
The new messaging on online travel agents, such as booking.com and tripadvisor, resonated with the audience. This resulted in higher conversion rates with an increased occupancy year-on-year, (measured April – July 2022) across all booking channels. The fabl introduced the property to Secret Escapes, reaching out to our target market for the property and exposure to a wider audience this resulted in an engagement of 917,263 impressions over four months March – July 2022 and an increased awareness with a new audience within the targeted demographics.
The new image library reflected the price-point of accommodation and captured the dining ambience. With high quality photography combined with the new property descriptions, The Plough were getting more bookings on third-party channels, direct bookings as well as getting noticed by alternative and relevant marketing channels.
Within three months of applying the new messaging and images The Plough Inn was nominated in the Muddy Stiletto Awards for Kent 2022, as well as listed for the first time in Kentlive.com’s recommended top 15 pubs to visit in Kent.
Changing perceptions or building awareness is a process. At the fabl, we have a formula which has been proven since our founding in 2006. It’s called StorygellingTM.
When you’re ready to take the leap and up your marketing game, have a chat with us.
Marketing Strategy | Brand Positioning | Tourism | Hospitality