The Challenge

Launching a new British gastropub in Ibn Battuta Mall came with a clear challenge: visibility. With The Coterie accessed via the underground car park and entering an already competitive Dubai gastropub market, the brand needed to give people a reason to seek it out.

The Strategy

We built a social-first content strategy designed to make The Coterie impossible to overlook. High-quality photography and videography showcased the venue, food, atmosphere and key USPs through dynamic, personality-led content that cut through a saturated market.

This was supported by a targeted paid social strategy, putting the right offers and experiences in front of the right audiences and turning awareness into footfall.

The Outcome

Within two years, The Coterie won three industry awards, including Best Gastropub in Dubai, Best Sports Bar and Best Quiz Night. Its Friday Quiz Night and Saturday Brunch now regularly reach near-full capacity, with targeted social advertising and engaging social-first content playing a key role in driving awareness and bookings.