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

Case proof

What Fullcue changed for ETNA.

A clearer view of the commercial problem before the channel plan.

Client type

Established restaurant in Phuket competing for both tourist and local diners.

Challenge

Strong location and concept, but weekday and low-season demand were soft, and local discovery did not reliably turn into reservations.

What Fullcue did

Built a connected marketing system instead of adding disconnected channels — starting from the booking leak that mattered most: turning local search and Maps visibility into actual reservations, then supporting it with paid demand.

Channels used

Google Business Profile and local SEO, Google and Meta campaigns, reservation-flow measurement.

Result direction

Strengthened local visibility, a clearer path from discovery to reservation, and measurement tied to booking actions rather than vanity reach.

Business impact

A more predictable weekday and low-season demand base, less dependent on one-off marketing pushes.

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.

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.
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
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.
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.
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.
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.
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
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.
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.
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.

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.

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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