The Challenge
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.
Short-term:
To increase occupancy rate throughout peak season
Establish the special quality of food and beverage offer
Medium-term:
To increase awareness of complete offer – Pub/Restaurant/Rooms – with third-party recommenders, tourism boards, attractions, local community, media
Long-term:
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
