Period: January – March 2025

Wayfarer is a gastronomic space in Dubai that blends restaurant concepts, signature cuisine, and the spirit of local communities. The key task of the promotion was to highlight the diversity of experiences offered and to create targeted communication for different audiences — from morning brunches to evening lounges and jazz & vinyl-style events.

Objectives and strategy:

• Increase brand awareness and recognition of Wayfarer’s different directions
• Attract new audiences through activations centered around food culture
• Ensure a steady flow of inquiries via WhatsApp and Instagram
• Test and identify the most effective audience and ad format combinations for different times of day and occasions

We started by positioning the key experiences: Business Lunch, Happy Hours, Morning Bundle, Vinyl
Nights, and Jazz Evenings. Each offering required a unique visual and narrative approach — it was crucial to match the guest’s mood and habits at each moment.

For Happy Hours, we focused on short videos and clear call-to-actions. The campaign ran with an emphasis on Advantage+ placements and narrow geo-targeting, which helped reduce the cost per lead and establish a steady rhythm of responses in the second half of the day.

Business Lunch became a stable attraction point for the office crowd. After the initial tests, we moved away from broad targeting and relaunched the ads with a more detailed placement strategy.

The Morning Bundles were promoted as a lifestyle habit: light creatives, visuals in a “healthy morning” tone, and a reach-focused campaign targeting new areas. Despite the high competition for morning traffic, we managed to generate consistent engagement and build strong visual presence for the brand on Instagram.

Evening formats like Vinyl Nights and Jazz Evenings evolved into a separate direction with a focus on intimate event aesthetics. We tested lead forms, WhatsApp outreach, and direct traffic to Instagram Direct — each channel showed distinct audience behavior patterns. The vinyl audience was more responsive through lead forms, while jazz communications performed better via direct messaging.

A separate objective was the promotion of the Iftar dinner during the Ramadan period. Here, not only the visuals but also the tone of the message were crucial. We moved away from traditional accents and created minimalist creatives that conveyed a sense of respect and the warm atmosphere of evening gatherings.

Results:

• A stable lead generation funnel was built across key directions (953 leads during the campaign period)
• Cost per lead was reduced to an optimal level without sacrificing reach
• Strengthened Wayfarer’s image as a destination for different times of day and diverse gastronomic experiences
• Increased brand awareness by reaching over 1.4 million people, with a strong focus on visual style and tone of voice