Turning Neighbors Into Regulars
Margaritaville is famous for far-off vacations, but premium resorts and restaurants can’t survive on tourists alone.
To drive year-round revenue, they needed to become the go-to spot for locals wanting a staycation, upscale lunch, or neighborhood happy hour. By combining hyper-local paid social with a bulletproof local SEO strategy, we captured the "near me" crowd and filled rooms and tables across every location.
Industries Served
Services Delivered
The Client
Margaritaville is an iconic global lifestyle brand encompassing world-class resorts and destination restaurants. At its heart, though, every property is a local business. They provide the incredible hospitality; our job was simply to make sure more of those doors were swinging open.
The Challenge
It’s easy to rank for your own name. The real growth is in winning over local travelers who don’t realize your restaurants serve non-guests, or who are searching for non-branded discovery terms like "best happy hour near me." Margaritaville needed to reach everyday diners with zero prior brand affinity and give them a reason to drive over.
The Approach
Local properties require geographic precision. We built a simple, two-pronged strategy:
- Hyper-Targeted Proximity Ads: We ran localized social ads restricted to a strict 5-mile radius for dining, and targeted regional drive-markets for staycations. We also built digital "event fences" around nearby attractions to catch crowds deciding where to go next.
- Dominating Local Discovery: We shifted their organic focus entirely to non-branded discovery terms. If someone nearby searched for a premium escape or a quick meal, Margaritaville became the obvious answer on their map.
Key Takeaways
- Own Your Neighborhood: Winning the battle for the immediate drive-market delivered an +86% increase in call-ahead seating and reservations.
- Intercept Existing Intent: Catching crowds nearby drove a massive +150,000 happy-hour and amenity impressions per month, YoY.
- Discovery SEO Wins: Shifting to non-branded terms earned +2,350 new keyword positions and a +36% YoY organic traffic boost across all locations.