Developing the Website
Once the new brand identity was developed, the visual language was extended to the next step in the marketing process: the development of a fully functional website.
The website was built to serve a whole host of functions, including:
- Hosting a map of the complex, animated to highlight the different clubs within the venue.
- Promotion of upcoming events at Uno Village.
- A subscription function to collect data about interested people – thereby building an engaged audience.
Above all, in addition to being a means for promotion to their direct audience, the website would also be used to sell the club internationally – to connect with organisers of large-scale international events and festivals.
The website therefore had to be built in such a way that it would provide engaging, and enticing content to potential party-goers, as well as an informative and professional image to prospective B2B clientele.
Social Media Marketing
The final piece of the puzzle to unite the whole project was the development of a social media marketing strategy.
The aim of the social media marketing campaign was initially to raise awareness of the newly developed brand and website. This campaign would take on a fresh route to attract potential clubbers to the scene, using a mixture of cheeky and intriguing content to encourage people to connect with the page.
Messaging was targeted at individuals interested in music, clubbing and nightlife – and content was designed to reflect these core values.
Once launched and summer kicked off, the campaign strategy was altered. Rather than focusing the messaging around the development and launch of the new brand, weekly campaigns were developed to highlight upcoming events.
Due to the fast-paced nature of the industry, and the high amount of competition for clubbing in Malta in the summer months, this campaign could not be pre-planned on a rolling basis month to month.
Rather, through an open communication with the client, the weekly needs were analysed and communicated to the correct target audience – because a heavy, house party would attract a very different crowd to an international DJ.
The key to the success of this campaign was a close tie with the client and a deep understanding of their marketing needs.