MARKETING CAMPAIGN: BREWERY & BIERGARTEN
THE OLDE MECKLENBURG BREWERY, 2019-2022
Goal: We wanted to achieve top of mind awareness for our visitor experience within a city that boasts 45+ breweries, a ton of bars & restaurants, and endless entertainment options constantly vying for attention.
The “brewery” aspect of OMB (The Olde Mecklenburg Brewery) had been well-established, but we needed to highlight the “beer garden” aspect of the visitor experience and showcase the beauty, vastness, and overall “vibe” of enjoying a beer in a very spacious and authentic German-style biergarten, right here in Charlotte, North Carolina.
Strategy: Consistently showcase the size, beauty, and location (in relationship to uptown Charlotte) of the biergarten using landscape, event, and drone photography. Frame the biergarten experience as visiting a relaxed, park-like oasis in the middle of a rapidly growing and bustling city. Pure escapism in a natural setting. Capture moments of people smiling and enjoying a beer outside during events and gatherings. Promote the biergarten as the “largest in the Southeast” and frame it as a must-visit destination in the Charlotte area. Update the name from “The Olde Mecklenburg Brewery” to “The Olde Mecklenburg Brewery & Biergarten” on all advertising and digital platforms.
Strategy execution included Copywriting, Drone & Event Photography, Digital Ad Buys across Google / Facebook / Instagram, SEO, Local Media Coverage, Press Releases, and Social Media content & promotions.
Results: 1) YOY record-breaking event revenue. 2) Top of mind awareness as the go-to brewery & beer garden that is perfectly suited for groups, dog-lovers, families, and gatherings within a relaxed, welcoming, and fun-loving atmosphere.
