Open Season
A concept for launching a new location with one simple idea that works on a poster, in a search result and in a social feed.
Campaign objective
Build local awareness before opening day and turn it into first bookings in the opening weeks.
Creative direction
One line, “Open season”, used as a countdown: bold type, a single lime sun motif and the date, repeated consistently so every touchpoint builds the same memory.
Execution overview
Pre-launch landing page and waitlist, local search and maps listing, paid social with a countdown series, out-of-home near the location, and an email sequence for the waitlist.
Challenge
A new business has no reviews, no search history and no audience on opening day, and a short window to make its launch count.
Approach
Plan the launch backwards from opening day: build the waitlist first, then concentrate spend on the people closest to the location in the final weeks.
Solution
- Launch plan and channel calendar
- Landing page with waitlist and booking
- Local search and maps optimisation
- Paid social countdown series
- Out-of-home and print pieces
- Waitlist email sequence
Channels & tools
- Landing page and booking integration
- Local SEO
- Paid social
- Email marketing
- Analytics
Results
This is a demonstration project, so there are no client results to report. If delivered, success would be measured by:
- Waitlist sign-ups before opening
- Cost per first booking
- Local search impressions and direction requests