The Rooftop
Marketing
2020
BCOME.Studio created a New Year’s Eve event marketing campaign for The Rooftop, positioning the central London venue as a distinctive place to celebrate above Trafalgar Square.
Working with London + Regional Hotels, we set out to strengthen The Rooftop’s position as a London New Year’s Eve destination and increase event revenue. Guest insights and competitor research informed a premium concept shaped around the venue, its location and the occasion.
Menu design and pricing were developed with the food and beverage team to align the event offer with its perceived value. Photography, video and campaign content conveyed the atmosphere across paid, organic and email marketing, giving guests a clear sense of the experience.
The event marketing campaign combined Meta and Google Ads with organic social content, email and optimised landing pages to generate direct enquiries and leads. A cross-channel approach connected the campaign from first engagement through to the enquiry journey.
The campaign generated £63,000 in revenue, a 440% year-on-year increase. It reached 78,998 people and drove 2,829 page views, with 172 leads at £1.88 per lead and 30 direct enquiries at £4.12 each. The 1.86% click-through rate was twice the industry benchmark, demonstrating how a focused hotel event marketing strategy can turn a single-night celebration into measurable business.
