The Challenge
Ghanem Group is a hospitality business operating a portfolio of venues. A venue group needs each site promoted on its own terms while still building the group’s overall reputation. One generic campaign across all venues would have served none of them well.
Our Approach
We ran a creator campaign structured venue by venue.
- 28 creators were agreed and allocated to specific venues rather than the group as a whole
- 82 pieces of content gave each site individual coverage
- Creators were matched to the venue whose audience and price point suited their following
- Content was reviewed against brand guidelines before publication
Promoting venues individually let each one lead with what makes it different, while the volume built the group’s profile.
The Results
28 creators produced 82 pieces of content reaching an audience of 638,387.
Promoting a Portfolio Without Flattening It
A group of venues sold as one undifferentiated brand loses what makes each site worth visiting, the wine bar and the late-night spot don’t share a customer, and content that speaks to both ends up speaking to neither. Allocating each of the 28 agreed creators to a specific venue, matched on the audience and price point that suited their following, let every site keep its own identity in the content rather than being folded into a group-wide message. That’s the same logic Terrier applies to any multi-site brand: casting is scoped per location first, and a shared reporting structure comes after, not instead of, that individual targeting.
What 82 Pieces of Content and 638,387 Reach Show
82 pieces of content reaching 638,387 people across 28 creators is a distribution figure, how content spread across the venue portfolio, not a bookings number. What the split-by-venue structure shows is that the group’s overall profile was built up from individually accurate coverage of each site, rather than one generic campaign diluting every venue equally, which is the exact risk the page’s own Challenge paragraph identifies.
