International restaurant concept Beefbar, conceived by restaurateur Riccardo Giraudi, was created to break the traditional rigidity of high-end cuisine through its casual, unpretentious luxury. Beefbar on the Beach opened in Malta in 2019, the only Beefbar location with a restaurant, lounge and pool. With interiors designed by Monaco-based agency Humbert & Poyet, impeccable service and ambiance, and of course, the highest quality and range of meat from throughout the world, the Maltese location captures everything that makes Beefbar exceptional. As a new, high-end brand in Malta, our firm was engaged to launch the new location to the Maltese market through the development and management of a marketing strategy, while working closely with the brand’s international team to ensure all activities remained on brand and in line with the franchise’s global strategy.
There is nothing quite like Beefbar on the Beach in Malta, and our marketing strategy required introducing the concept locally, incorporating a media mix to reach major touchpoints for key audiences, both local and international through a 360-degree campaign. One key location was the Malta International Airport, targeting both tourists and local audiences through animated digital billboards and print articles in Air Malta’s in-flight magazine. Offline marketing efforts, including PR in top luxury publications and traditional OOH advertising, were supported by social media and digital marketing, with teaser content leading up to the opening, and on-going communications post launch. All communications were created in line with the international tone of voice and branding requirements, staying playful and cheeky, while bringing our own local flavour of relaxation and escapism.
Through marketing efforts leading up to the launch, there was huge anticipation for the opening of Beefbar on the Beach, despite opening toward the end of the peak summer season in Malta. Within six months of the opening, social media followers exceeded that of almost all other Beefbar locations around the world and continued to grow. Through continued marketing management, Beefbar on the Beach has become one of the most sought after, exclusive experiences on the island and continues to exceed booking targets.