Rustico at Hay Shed Hill — Restaurant, Transport & Seasonal Experiences

What started as a push to fill a signature dining experience became a stacked, year-round campaign selling multiple experiences at once at this Margaret River fine-dining restaurant.

Category: Hospitality · Services: Meta Advertising, Campaign Structure & Stacking, Conversion Tracking, Creative Optimisation

The challenge

The restaurant's first goal was simple: maximise bookings for its signature dining experience at a sustainable cost per booking. But a single offer only goes so far across the seasons — the challenge was building a campaign structure that could absorb new products as they became available, without starting from scratch each time.

Our solution

Big Head Digital started by bringing down cost per booking on the core dining offer, working closely with the client's in-house marketing lead and using the restaurant's own organic content in strategic ad formats. As that foundation strengthened, we layered in a bundled transport service — lifting order value — and later added a seasonal tour and lunch experience, stacking all three into one campaign with year-round seasonal leverage.

Strategy

  1. Start with the core offer — Focused first on bringing cost per booking down on the restaurant's signature dining experience, the client's original goal.
  2. Bundle in transport to lift order value — Once the core campaign was performing, the transport add-on was folded in as a bundled upsell — increasing order value rather than just adding a separate line item.
  3. Add seasonal products as audiences matured — As targeting and audiences improved, a seasonal tour and lunch experience was added into the same campaign structure, giving the account a seasonal lever to pull throughout the year.
  4. Test, refine, repeat — Messaging was continually tested and refreshed seasonally, using the client's organic content strategically within paid formats to keep cost per booking trending down.

Results