Paulaner Bräuhaus is a German top quality brand serving an international upscale clientele with experience in gastronomy using the marketing concept of traditional German music, food, uniforms and design.
The task for SwissTank was to improve the restaurant reach, familiarize the target market with the German concept and to spread the brand in the area of Guangzhou.
What we did
SwissTank developed in close cooperation with Paulaner a customized social media and advertising strategy after conducting an in-depth competitor analysis and benchmarking. The organization and advertisement of premium events like Oktoberfest, Maifest and Fasching were part of the event concept as well as the invitation of special guests like FC Bayern Munich, Guangzhou Evergrande, National Superstars, Volkswagen and Mercedes. Furthermore, regular photo shooting of the food for promotion plus social media and PR management were part of our strategy for long-term success.
As a result, Paulaner Bräuhaus got over 10’000 followers on its social media channels within 6 months. The events are one of the best-known and well-visited in Guangzhou, ensuring articles in all major magazines of the city. Furthermore, the amount of foreigners visiting Paulaner Bräuhaus increased by 25% causing diversification of the target market.
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