Good Spirits Hospitality is a New Zealand hospitality group operating restaurants, pubs and bars across the country. The group wanted to grow awareness of two contrasting Auckland venues — Cellar Bar, a nightlife spot aimed at 18–25-year-olds, and The Fox, an established sports pub with an older crowd — under a single influencer campaign.
Terrier Agency coordinated 30 influencer visits across both venues, matching each creator’s audience profile to the right venue so neither message was diluted. The campaign delivered 105 pieces of content and reached 1.4 million Auckland-based social media users, with a combined creator following of 1,414,945.
By segmenting creators by demographic rather than running one catch-all brief, both venues built awareness with the audiences that actually matter to them.
Matching Creators to Venue, Not Just to Following
Hospitality campaigns covering more than one venue live or die on whether the right creator turns up at the right place — a nightlife audience sent to a sports pub, or vice versa, wastes the visit. Terrier’s process for a multi-venue brief starts by profiling each location’s actual crowd, then shortlisting creators against that profile before scheduling any visits, so Cellar Bar and The Fox were never competing for the same content or the same audience.
What 1.4 Million Auckland Reach Splits Into
30 influencer visits producing 105 pieces of content and reaching 1.4 million Auckland-based users is a local visibility figure, not a footfall count — it shows how much of the Auckland social audience saw content from one of the two venues, split by the demographic each was actually built for. Keeping the two briefs separate, rather than running one campaign across both venues, is what let that reach land with the right crowd in each case.
