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Case study · 01
Restaurant · Phuket

ETNA — a fine-dining
restaurant rebuilt
into a full marketing system.

Lakefront fine dining in Bangtao, Phuket. Fullcue took ETNA from fragmented promotion to a unified system — strategy, paid media, content, SEO, CRM, and POSM — connected end-to-end with offline activity and sales.

Client ETNA Phuket
Location Bangtao, Phuket
Sector Fine dining · F&B
Engagement Ongoing partnership
01 — Objective

Build the restaurant into a unified digital marketing system — strengthen both online and offline presence, increase brand awareness, and ensure a stable flow of guests, including during the low season.

02 — What we did

The system, end-to-end.

  1. 001
    Marketing system with transparent processes
    Built a structured digital marketing system with transparent processes, clear ownership, and weekly reporting cadence — so every channel had a role, a metric, and an accountable lead.
  2. 002
    Analytics & end-to-end tracking
    Set up analytics and end-to-end tracking across Google Ads, Meta, and Google Maps — integrated with the operations stack:
    • ReMarked & SevenRooms — reservations and table data
    • CRM — guest profiles, segmentation, lifecycle
    • Loyalty program — return-visit and average-check tracking
  3. 003
    Offline presence map
    Created a map of ETNA's offline presence — from neighbourhood hotels and tour partners to local concierge networks — turning physical proximity into discoverable touchpoints.
  4. 004
    CJM & touchpoints across every stage
    Developed a Customer Journey Map and strengthened touchpoints at every stage — from first ad impression to first visit, second visit, loyalty enrolment, and repeat occasion.
  5. 005
    Marketing calendar & seasonal campaigns
    Designed and implemented a yearly marketing calendar, seasonal campaigns, and special offers timed to demand cycles — local-season, tourist-season, and shoulder periods.
  6. 006
    Menu work — analysis & specials
    Worked directly with the kitchen on menu analysis, launched seasonal specials, and prepared structured briefs for menu updates — aligning culinary moves with commercial pressure points.
  7. 007
    Paid media — Google & Meta
    Launched and ran always-on advertising campaigns optimised against bookings, not impressions:
    • Google Ads — search and Maps, geo-targeted by intent
    • Meta Ads — Instagram and Facebook, creative-led with bookings as the primary KPI
  8. 008
    Cross-promo & local influencer work
    Executed cross-promotion and partnership collaborations with local influencers, bloggers, and adjacent venues — turning Phuket's hospitality network into a referral engine.
  9. 009
    Social media content plan
    Created and executed a content plan across Instagram, TikTok, and Facebook — concept-led storytelling, seasonal hooks, dishes, atmosphere, music nights, and guest moments.
  10. 010
    POSM materials
    Designed and implemented in-venue POSM — menus, table tents, signage, and seasonal collateral — closing the loop between the digital story and the physical guest experience.
03 — Results

A system that turned fragmented promotion into a predictable guest engine.

i.

A systematic digital marketing ecosystem fully connected with offline activity and sales.

ii.

Increased repeat visits and higher average check through the loyalty program.

iii.

Strong growth in brand awareness among local residents and tourists alike.

iv.

Sharp increase in Instagram engagement and reservations driven by paid campaigns.

v.

Successful collaborations with bloggers and local businesses — events, traffic exchange, joint occasions.

vi.

A stable and growing base of loyal guests — return-visit driven, season-resilient.

04 — Next venue

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