For years, SesentaMedia has worked on creating, launching and growing some of the best-known bars and restaurants in Buenos Aires.
We were part of projects like Uptown, Trade Sky Bar, Frank’s, Nicky Harrison, Blest, Santa Crepa, BAB and Tomate Station, as well as dozens of restaurants, bars, breweries and food and drink concepts.
In some cases we started before the opening, when the brand, identity, slogan and launch strategy still had to be defined. In others we came in to refresh the communication, produce content, manage social media or run advertising campaigns.
That experience let us understand the hospitality business from the inside: openings, shoots, new menus, make-or-break weekends, events, campaigns, bookings and communities that grew into real assets for the brands.
Trade Sky Bar: launch, identity and a community of over 100,000 followers
We worked with Trade Sky Bar from the very beginning.
We took part in the brand launch, the development of its identity, the video production and the campaigns that supported its positioning.
The venue had two extraordinary assets: its location and one of the most striking views in Buenos Aires. Our job was to turn those strengths into a recognizable brand, create a consistent look and keep the communication interesting long after the opening.
We created content to showcase the venue, its food, the cocktails, the events and the experience of seeing the city from a different perspective.
Trade’s community grew to over 100,000 followers, and the rooftop became one of the best-known spots in Buenos Aires.
That growth was the result of integrated work: strategy, identity, content, production and campaigns working together as the brand developed.
See the full Trade Sky Bar case study
Uptown: communicating a concept that became a phenomenon
Uptown had an extraordinarily powerful idea.
The experience began long before anyone ordered a cocktail. The entrance inspired by a New York subway station, the decor, the mystery and the feeling of stepping into another world were a core part of the product.
We worked on its branding, social media and video production, creating communication that brought that experience to the screen and made people want to visit.
There was so much to show: the entrance, the corridors, the decor, the bartenders, the music, the cocktails and the reactions of first-time visitors. All that material fed a story that was easy to recognize and share.
Uptown took off and became one of the best-known bars in Buenos Aires. Its growth confirmed something we have seen again and again in the best hospitality projects: when there is a great idea, the strategy has to help people understand it and want to experience it.
See the full Uptown case study
Frank’s and Nicky Harrison: communicating the world of speakeasies
We also worked with Frank’s and Nicky Harrison, two key brands in the Buenos Aires speakeasy scene.
This kind of concept requires a special approach. Its appeal depends on mystery, atmosphere and the feeling of getting into something reserved for those in the know.
The communication had to spark curiosity, maintain a very distinctive identity and hint at the experience without fully revealing it.
The images, copy and campaigns all had to belong to the same world. A post could feature a cocktail, a scene or a character, but it always had to keep the atmosphere that made each brand different.
That experience taught us to work with concepts where the story carries as much weight as the product.
Blest: a distinctive identity in the beer world
Our hospitality experience also includes Blest, a brand with a strong identity in a highly competitive market.
Craft beer has its own codes, audiences and drinking occasions. Its communication needs to combine product, culture, social gatherings and a sense of belonging.
Working with Blest allowed us to develop strategies in another food and drink category and reinforced an idea we still apply today: every project needs a voice, a look and a strategy that fit what it offers.
A rooftop, a speakeasy, a brewery and a family restaurant may share marketing tools, but they should never communicate in the same way.
Santa Crepa, BAB, Tomate Station and dozens more projects
On top of these cases there are Santa Crepa, BAB, Tomate Station and many other brands we worked with during our most hospitality-focused period.
We took part in projects of different sizes, audiences and needs:
- Creating brands from scratch.
- Developing logos, slogans and visual identities.
- Launching new bars and restaurants.
- Photo and video productions.
- Social media management.
- Creating advertising campaigns.
- Announcing openings, new locations, menus and events.
- Strategies to increase foot traffic and bookings.
- Building websites and sales materials.
The number and variety of projects gave us a broad view of the industry. We know how to build anticipation before an opening, how to present an experience and how to keep the communication going once the initial novelty wears off.
What should a restaurant marketing agency do?
A restaurant marketing agency has to understand the business first and only then decide what to communicate.
It needs to know the venue’s capacity, its opening hours, the days that are hard to fill, the average ticket, the target audience, the neighborhood, the competition and the specific reason someone should choose that place.
With that information, you can build a system that connects brand, content, campaigns, search and bookings.
At SesentaMedia we can take part in the whole process or solve a specific need.
Strategy and positioning
The starting point is defining what place the brand wants to occupy.
“Great food”, “good drinks” or “a unique atmosphere” are promises that are far too broad. People need to quickly recognize what the place offers, who it is for and why it is worth a visit.
That positioning then guides the name, the visual identity, the tone, the content, the campaigns and even the way the menu is presented.
Branding and identity
When we are involved from the start, we can develop:
- Naming.
- Logo and visual identity.
- Slogan.
- Color palette and typography.
- Tone of voice.
- Menu and print design.
- Signage and materials for the venue.
- Visual system for social media and campaigns.
The identity has to work at every touchpoint: from the storefront and the menu to an Instagram story or an ad seen for two seconds.
Launching bars and restaurants
Marketing for an opening should start before the doors open.
During that stage we work on presenting the brand, building anticipation, producing the first content library and preparing every channel that will welcome the public.
A launch can be split into three stages:
- Pre-opening: introducing the concept, first images, teasers, sign-ups from interested people and setting up the contact or booking channels.
- Opening: intensive content, geo-targeted campaigns, press, guests, creator collaborations and coverage of the real experience.
- Ongoing: results analysis, remarketing, new productions, event announcements and campaigns to keep the venue busy.
An opening creates a moment of attention that is hard to repeat. It pays to arrive at that moment with the identity, content, ads and booking flow ready.
Photography, video and content
Food and drink are visual, but an effective production has to show much more than dishes.
A complete content library should include:
- Product: dishes, cocktails, ingredients and details.
- Space: decor, tables, views, lighting and different areas.
- Experience: people arriving, sharing and having a good time.
- Team: kitchen, bar, service and the people behind the brand.
- Information: hours, location, bookings, menu and events.
- Identity: scenes and pieces that build the world of the place.
The goal is to have enough material to communicate for several weeks without always repeating the same product photo.
Reels and short videos can show rhythm, sound, walkthroughs and reactions. Photos are still essential for menus, Google, press, websites and campaigns.
Social media with a clear purpose
Social media can build awareness, inquiries, bookings, repeat visits and community. Each piece of content should be tied to one of those goals.
A balanced hospitality strategy combines:
- Aspirational content to establish the experience.
- Useful information to make the decision easier.
- Product content to spark desire.
- Social proof to reduce doubts.
- Events and news to create urgency.
- Brand content to build recognition.
Frequency helps, but visual and conceptual consistency matters far more than posting for the sake of it.
Digital advertising campaigns
Campaigns put the venue in front of people who don’t know it yet and re-engage those who have already shown interest.
Depending on the project, we can work with:
- Local awareness campaigns.
- Promotion of openings and events.
- Ads targeted at audiences with specific interests.
- Campaigns to drive bookings or inquiries.
- Remarketing to website visitors and people who engaged.
- Google Ads for searches with intent to visit.
- Promotion of special dates, menus or experiences.
Targeting has to reflect how people actually behave. How far someone is willing to travel changes a lot between an everyday lunch, a destination bar, a special dinner and a tourist experience.
Website, Google and local SEO
Instagram is usually important, but it is not the only place where people decide where to go out.
A restaurant or bar also needs a clear presence on Google. That includes an up-to-date business profile, consistent information, professional photos, replies to reviews and a fast website that makes booking easy.
A good local SEO strategy can target searches like:
- Restaurants in a specific neighborhood.
- Bars in Buenos Aires.
- Rooftops in Buenos Aires.
- Craft breweries.
- Speakeasy bars.
- Restaurants for groups or events.
- Places for dinner, lunch or drinks.
- Options by type of cuisine.
The website should quickly answer the basic questions: what the place offers, where it is, when it opens, how to book and roughly how much it costs.
Content that wins followers doesn’t always win bookings
A post can reach thousands of people and generate no foot traffic. The opposite can also happen: a piece with less reach can produce high-value inquiries and bookings.
That’s why we measure restaurant marketing with business-related metrics:
- Bookings and inquiries generated.
- Cost per inquiry or booking.
- Occupancy by day and shift.
- Visits to the website or menu.
- Actions on Google Maps.
- Branded searches.
- Growth of owned audiences.
- Campaign and remarketing performance.
- Response to events or promotions.
- Repeat visits and referrals.
Followers are valuable when they form a real community. Trade’s case, which passed 100,000, mattered because it went hand in hand with the brand’s recognition and positioning. A number on its own should never be the only goal.
Common mistakes in restaurant and bar marketing
After working with dozens of projects, a few mistakes come up again and again.
Starting to communicate too late
Opening social media accounts a few days before the launch leaves little time to present the concept, produce material and build anticipation.
Relying only on organic reach
Platforms change and reach fluctuates. A solid strategy combines community, paid ads, Google, a customer database, a website and direct channels.
Posting only photos of dishes
People also want to see the space, the atmosphere, the location, the prices, the people and the kind of experience they will find.
Copying other venues’ communication
Trends can be a useful reference, but repeating the same videos, copy and promotions makes every brand look alike.
Measuring only followers and likes
Bookings, inquiries, occupancy and acquisition cost provide much more useful information for making decisions.
Creating content without a conversion path
When someone shows interest, they should quickly find the menu, hours, location and booking system. Every unnecessary step loses potential customers.
Marketing for new projects and venues already in operation
We can support a launch from scratch or work with a business that needs a new stage.
For an opening, we can develop the brand, identity, content, campaigns and launch plan.
For a venue already in operation, we can audit the current communication, find opportunities and prioritize the actions with the most impact: refreshing the photo and video content, improving campaigns, tightening the brand, optimizing Google, redesigning the website or working on days and shifts with low occupancy.
The proposal adapts to where the business really is.
A restaurant marketing agency with experience in Buenos Aires
Our experience with Trade Sky Bar, Uptown, Frank’s, Nicky Harrison, Blest, Santa Crepa, BAB, Tomate Station and many other projects was built by working directly on real brands, openings and campaigns.
We know the industry’s potential and also how demanding it is. Timelines are short, every weekend counts and the communication has to keep up with what happens inside the venue.
Today we bring that experience together with branding, production, content, digital advertising, web development, SEO and strategy services.
We can create a brand from the start, launch a new venue or boost a hospitality project that is already up and running.
Do you have a bar, restaurant or food and drink project?
If you are about to open a restaurant, bar, café, brewery, rooftop or new food and drink concept, we can help you build it and communicate it.
And if the place is already open, we can analyze what it needs to grow, improve its positioning or bring in more customers.
Tell us what stage your project is at and what you want to achieve.
Frequently asked questions about restaurant marketing
What services does a restaurant marketing agency offer?
It can handle strategy, brand creation, visual identity, photography, video, social media, advertising campaigns, website, Google positioning, launches and actions to generate inquiries or bookings.
When should you start promoting an opening?
Ideally, before opening. This allows time to develop the identity, produce content, set up the digital channels and build anticipation. The time needed depends on the size and complexity of the project.
Can you work with a restaurant or bar that is already open?
Yes. We can step in with a brand that is already operating to refresh its communication, produce new content, improve campaigns, increase its visibility or work on specific days and shifts.
Is social media enough to fill a restaurant?
Social media is an important part of the system. The best results come when it is combined with campaigns, Google, a good booking flow, local SEO, professional content and an experience that encourages word of mouth.
Does SesentaMedia only work with projects in Buenos Aires?
Our experience is especially strong in the Buenos Aires hospitality market, but we can develop strategies, brands, content and campaigns for projects in other cities.
