The George On Collins
Ex Animo Transforms The Georges on Collins into Melbourne’s Premier Dining Destination
Ex Animo revitalised Georges on Collins, a Melbourne bar and restaurant after a rebrand and renovation failed to reposition the venue as a culinary hotspot. Through a precise, research-driven strategy focusing on content creation, social media management, and email marketing, Ex Animo successfully shifted the venue’s image. The results were striking: boosted brand recognition, a surge in website traffic, and a significant increase in bookings. The Georges on Collins is now celebrated as one of Melbourne’s top dining destinations, appealing to both casual diners and corporate clients.
The Challenge
Despite a major rebrand and renovation, The Georges on Collins struggled to shed its image as a bar and club. The venue needed to redefine its brand identity to emphasise its culinary offerings and position itself as a leading dining destination in Melbourne’s competitive hospitality scene. The challenge was to drive brand awareness and consumer engagement, particularly in the culinary space.
Approach
Ex Animo tackled this challenge with a strategic, research-driven approach:
- Consumer Research and Repositioning Strategy: Ex Animo conducted in-depth consumer research to understand current perceptions and identify market opportunities. This research shaped a repositioning strategy that highlighted the venue’s culinary offerings and targeted a new audience of fine dining enthusiasts.
- Content and Social Media Strategy: Leveraging research insights, Ex Animo developed a content strategy focused on food, including a dedicated blog featuring chef interviews, menu highlights, and food trends. Social media platforms were utilized to showcase the venue’s culinary transformation with visually appealing posts and engaging narratives.
- Email Marketing Strategy: Ex Animo crafted an email marketing strategy targeting both existing customers and new audiences. The campaigns promoted special dining events, seasonal menus, and exclusive offers, driving traffic to the website and encouraging bookings.
The Ex Animo Solution
With a clear strategy in place, Ex Animo implemented the following solutions:
- Blog Development and Website Optimisation: Ex Animo integrated a blog into the existing website, boosting SEO and driving organic traffic. The blog’s culinary-focused content attracted visitors and improved search engine rankings.
- Enhanced Social Media Presence: Ex Animo’s social media strategy emphasised the venue’s culinary offerings with high-quality visuals and interactive content, repositioning The Georges on Collins as a must-visit dining spot in Melbourne.
- Targeted Email Campaigns: Ex Animo’s segmented email campaigns effectively drove traffic to the website, converting interest into bookings with targeted promotions and event highlights.
Results
Ex Animo’s strategic repositioning delivered impactful results:
- Increased Culinary Recognition: The content strategy successfully shifted public perception, establishing The Georges on Collins as a premier dining destination in Melbourne.
- Surge in Website Traffic: The SEO-optimised blog and targeted email campaigns substantially increased website traffic and higher conversion rates.
- Enhanced Social Media Engagement: The refined social media strategy resulted in significant growth in follower engagement, boosting brand awareness and building a loyal community.
- Boost in Bookings and Consumer Engagement: The repositioning efforts directly increased bookings, particularly for dining and corporate events, solidifying Georges on Collins as a go-to venue in Melbourne.
