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How Torbay businesses can leverage local collaboration for digital marketing success

Updated: Dec 24, 2021

We're delighted to announce our collaborative digital marketing campaign with five fantastic brands local to Torbay and Dartmoor. These brands have come together to celebrate International Gin and Tonic Day, as well as commemorating the hashtag #SoberOctober.

Our client brief

Our client, Below Decks wanted to celebrate this special day with drink offers and invited Treat to help them with promotions. To increase their digital reach and engagement, we reached out to local brands in a cooperative way to create a truly special week-long event to celebrate the iconic G & T.

Starting with a local tonic water

We contacted Luscombe Devon Tonic water, who uses Dartmoor spring water to create a range of tonic waters unique to Devon. Their agency, based in Exeter, responded with beautiful seaside images and all the support we needed to take the campaign forward.

We needed a Torbay-based gin...

International Gin and Tonic Day must have gin and we wanted to partner with gin distillery local to Torbay. We'd been in contact with Deck Chair Gin for our #TorbayFriday promotion and they were happy to help! Deck Chair is a craft gin distiller based in Brixham. They've created an award-winning gin, taking on citrus notes when paired with a Mediterranean tonic and herbal and aromatic when paired with a traditional tonic. This unique character and blend of botanicals, makes it a really versatile gin and a natural choice for the Below Decks drink promotions.

...and a Torbay-based non-alcoholic spirit

Aware that many are participating in #SoberOctober, and to be inclusive to all, we contacted Sea Arch, a non-alcoholic distilled spirit, founded by local business leader, Sarah Yates. Sarah has taken Sea Arch to award-winning heights and has grown the brand through social media, tasting events and trade shows. Their agency, Introtweet, provided caption text, tasting notes and all the hashtags needed to make a wide-reaching campaign for this unique local product.

Digital marketing needs photography and videography

But no campaign works across digital without cracking photography! When it came to photography and videography for these products, we turned to local Devon videographer and photographer Hugh Murthwaite of HughMurthVisuals. Hugh attended out of hours to create stunning sunset visuals for the campaign. His creativity shone through with a range of scroll-stopping visual techniques, such as stop-motion to make truly memorable campaign images.

Working together as a collaborative marketing team

These images and videos were edited in record time and shared across all agencies and brands, along with vital campaign essentials: Dates, channels, caption starters, hashtags, mention tags, calls to action, and important contact details for each partner in this collaborative team. We are conscious of Advertising Standards (ASA) guidelines for promoting alcohol and ensure that all our collaborative partners (and Below Decks) are operating within the regulatory framework.

We couldn't be prouder to work with all of these brands for a digital marketing collaboration.

Toasting Torbay with a digital marketing campaign

Celebrating Torbay, wider Devon and the local favourite drink is a natural promotional campaign for Below Decks and celebrates everything that makes them a unique seafood restaurant on Torquay Harbour. Icy-cold Gin and Tonics served at Below Decks in oversized goblets are a big part of summertime in the harbour community, with a Sea Arch "Sea & T" a delicious option when you fancy a non-alcoholic tipple. This cocktail has a distinctly Devon vibe!

Does digital marketing work locally?

There is a school of thought that digital marketing must be global to be effective.

And then, there's another side that believes that local marketing has to be print advertising or posters on the side of bus shelters.

What Treat are bringing to this campaign is a bit of imagination and cooperation, and to prove that digital marketing can be successful at a local level. Collaborating locally with your nearest neighbours and bringing out the best in local brands means higher footfall to your establishment, a higher campaign success rate, and a deeper engagement with the local community.

Supporting small business with local digital marketing campaigns and collaborations

At Treat, we are all about supporting the local business community and working together to attract more business, more tourism, and more business to the local area through innovative and effective digital marketing.

We are so proud to be helping represent these brands on this campaign. Make sure when you stop by Below Decks for a cold drink you give us a call -- we'd love to join you!

How can we help?

Treat is your digital marketing agency in Torbay. Give us a call on 07513472371 to discuss your social media, promotional campaigns, and collaborative partnerships.

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