...at The Maleny Hotel!

It’s always exciting when you get to genuinely partner with a client to build their business through smart marketing. The Maleny Hotel is one of our latest fave projects where we did just that!

Maleny Hotel is a historic pub located in Maleny, in the Sunshine Coast Hinterland. Maleny is a vibrant small town that attracts visitors from the Sunshine Coast and Brisbane up for weekend and day trips to experience its charming streetscape, creative community, good food and stunning countryside. 

Former poor management at the hotel had led to lacklustre trade and the marketing was non-existent! The new owners of the hotel came to us a little over 12 months ago with a bill of poor health on the marketing front including:

• A ‘broken’ website. Not only was it not responsive, there was NO ability to view it on a mobile device at all, only desktop!
• No social media strategy or consistent presence 
• Zero customer data to utilise to send out communications or to analyse the mix of spend in the venue between locals and visitors 
• No professional design for promotions and campaigns

"Smart marketing works when you have the right team who understand the industry. We trust Axis IQ and their 25+ industry experience!" [P.W. partner – Maleny Hotel]

Here was our marketing ‘prescription’ to bring the business back to life:

• Build a new, fully responsive website with all the functionality you’d expect in a new site, with integrated booking system for accommodation and restaurant bookings 
• Develop, execute and management of a social media strategy across Instagram and Facebook including a two tiered paid ad strategy to market to locals and to the lucrative visitor market with very specific and separate messaging 
• Create a membership program (hellooooo data!) that launched in the last half of 2022, so they can actually track who is in the venue, what they are spending and where! This was a big project with a previous database that contained a lot of outdated, dirty data. Implementing the membership card we identified that over 70% of revenue was actually coming from visitors, presenting a large opportunity to engage the local market further
• EDM and SMS communications were launched keeping members up to date with events and promos that are relevant to them, along with special offers and birthday messages 
• All campaigns are now professionally designed by us with the appropriate visual impact collateral to support the campaign too

And for the results

...

Now, 12 months later the owners have reported back to Axis IQ these stunning results they’ve recorded in the venue:

Beverage sales are UP 35% 

Bistro sales are UP 51%

Accommodation bookings UP 34%

Gaming turnover has DOUBLED!

The Maleny Hotel team deliver great customer service and have made some positive changes around the venue but now the market KNOWS ABOUT IT! And that friends, comes down to some good ol’ marketing! (Yay! Go us!) 

A total success story with more wins to come! 

Axis IQ are Club specialists in marketing – we have the expertise to help you stand out and reach your audience. 



Give our team a buzz 02 6652 6652 to find out more!