Six by Nico
We manage paid advertising across Meta and Google Ads for Six by Nico's 15 restaurants, alongside its in-house marketing team.
HospitalityMulti-locationMeta adsCampaign automation
Read the Six by Nico paid advertising case study Who we help
Hospitality and leisure marketing
Hospitality marketing has a constraint most sectors do not. You are not selling a product you can make more of. You are selling a specific table on a specific night, and if nobody takes it that revenue is gone for good.
That changes what good marketing looks like.
01: Operators
Who we work with
Restaurants and restaurant groups. Leisure and activity operators. Venues, events and experience businesses. Operators running several sites, which is where we do our most distinctive work.
02: The challenge
What is different about hospitality
The inventory expires
An empty Tuesday is not deferred revenue. It is lost revenue. The question is never just how many bookings, it is which bookings, on which nights, at which sites.
Capacity is a ceiling
A campaign that doubles demand on a Saturday you were already filling achieves nothing except a longer waiting list. Most hospitality advertising quietly does this, because Saturday is the easiest thing to sell.
Lead times are short and lumpy
People book a midweek dinner a few days ahead and a Christmas party four months ahead. One campaign structure cannot serve both.
Bookings happen off your website
Through OpenTable, ResDiary, SevenRooms, a leisure booking platform or the phone. If your measurement stops at the website, you are measuring the wrong thing. This is the most common problem we find.
Reputation is part of the funnel
Reviews and social proof do more work here than in most sectors, and they sit outside your website entirely.
03: Capacity
Filling the right capacity, not more capacity
The first thing we do is find where the empty seats actually are. By day, by time, by site and by booking type.
Then the advertising targets exactly that: midweek rather than weekend, early sittings rather than prime, the sites with headroom rather than the ones already full, and the booking types that carry margin rather than just covers.
This often means telling a client to stop promoting the thing that looks most successful, because it is the thing that was selling anyway.
04: Openings
Launches and openings
A new site or concept has no history to optimise against and a hard deadline. That is a different job from ongoing trading.
We work back from the opening date: awareness far enough ahead to build interest, booking capture from the day the diary opens, and a plan for the first few weeks as reviews and photography start to exist and the creative can change.
For groups with a repeating concept cycle, launches become a repeatable operation rather than a scramble. That matters when the cycle is every few weeks rather than every few years.
05: Retention
Making more from people who have already been
06: Measurement
Measurement that reflects bookings
We connect the advertising to your booking platform, so performance is measured against confirmed bookings rather than what the ad platform decided to claim. Where covers, spend per head and no-show rates are available, those go into the reporting too, because a booking that does not arrive is not revenue.
Hospitality has a lot of demand that exists regardless of advertising. We report what the platforms claim and what your system confirms as separate numbers, and we never tell you the advertising caused all of your revenue.
07: Proof
Where we have done this
GOALS Football
Marketing performance and the digital rollout of the GOALS x Lucozade Cup.
£1mFirst £1m week
LeisureDigital campaignEmailPaid social
Read the case study Caledonian Sleeper
Brand video production delivered across a ten week timeframe.
“The team at Move As One were superb to deal with, really going the extra mile.” Steven Marshall, Caledonian Sleeper
HospitalityContent production
Read the case study 08: Questions
Common questions
We work with the common platforms, and we will tell you honestly during the audit what we can and cannot read automatically. Where an integration is not available we set up reporting another way rather than leaving you without per site numbers.
That is the most common brief we get, and it is the right one. It means targeting midweek specifically, usually with a different offer and creative, and accepting that a midweek booking will cost more than a weekend one. The comparison that matters is against what those nights earn now, which is often nothing.
Often, yes. Hospitality creative wears out fast, and the same images across every campaign is a common cause of falling performance. We can shoot it.
Work back from the margin on an average booking and how likely that customer is to return. We do that calculation with you before recommending a budget, because it decides whether any of this is worth doing.
Yes, and it is where we are strongest. See multi-location marketing.
Quiet nights you want to fill?
Answer a few questions and we will point you to the right starting point.