The Company
Falcone Hospitality is a multi-generational, family-owned business that has been operating successful hospitality venues for decades across Sydney.
As an independent and ambitious hospitality group, Falcone Hospitality is passionate about creating venues that become staples of local communities and spaces for that bring people together.
The Company
Falcone Hospitality is a multi-generational, family-owned business that has been operating successful hospitality venues for decades across Sydney.
As an independent and ambitious hospitality group, Falcone Hospitality is passionate about creating venues that become staples of local communities and spaces for that bring people together.
The Situation
You know when you walk into a Falcone venue.
This is the vision and the purpose of Falcone Hospitality. It is what drives them to establish and manage venues that showcase a new level of distinction from the moment customers walk into the doors to the minute they step back out.
To communicate this vision, each of Falcone’s venues needed to perfect its branding and marketing, showcasing the signature Falcone Hospitality DNA to its customers both physically and online.
The Challenge
With several significant and well-established Sydney venues, the desire to embrace the uniqueness of each location while balancing the signature Falcone Hospitality branding created a significant challenge.
When it came to Falcone’s physical venues, they recognised that improved branding would not only help them to promote the bar and raise awareness but also improve the full patron experience and encourage memorable associations among customers.
Falcone Hospitality sought to have its values represented in the physical venues and they were struggling to achieve this across these three key venues:
- The Office Hotel
- Eastern Creek Tavern
- The Red Cow Hotel
Several club consultants and venue strategists were tasked with assessing the venues and providing branding and marketing insights that would boost:
- brand visibility,
- marketing results, and
- overall experience for customers.
But no one was able to crack the branding and marketing code…yet. That’s where Melotti Media and Christopher Melotti Consulting come in.
The Goal
Chris was brought in to:
- assess the branding and marketing challenges of each venue and
- provide insights and action points for Falcone Hospitality to overcome them.
Recognising Chris as a Marketing Consultant with decades of experience and marketing expertise, Falcone Hospitality aimed to tap into his marketing insights and enthusiasm to optimise the branding opportunities for the three Falcone Hospitality venues.
The objective of the Marketing Consultation sessions was to:
- assess the Falcone Hospitality brand (in the wild),
- audit all marketing and branding efforts and
- craft a comprehensive report that Falcone Hospitality can action.
The Solution
As part of the consultancy process, Chris physically visited all three Falcone venues to pinpoint the challenges that were leading to missed opportunities.
Across the three venues, Chris noted several branding and marketing action points that once implemented would help each venue and the brand as a whole reach their goals. He worked closely with Vincent Falcone, Hotel Operations Manager of Falcone Hospitality during his visits to the venue.
In the end, Chris and the Melotti Media team provided Falcone Hospitality with a comprehensive report with the following key points for improvement:
- leverage the unique concepts and themes that would appeal to their audience,
- increase brand visibility to attract potential customers in the area,
- promote brand consistency across the physical venues to assist brand recall,
- optimise each venue’s event advertising opportunities within the venue and
- identify and utilise expert messaging and language to support the branding effort.
This collaborative process which is key to Melotti Media’s approach elevated the branding of the three key venues as they were being renovated and helped to showcase the signature warmth and hospitality of Falcone while still highlighting the unique image of each venue.
The Outcome
Our signature Melotti Media process started with a complete understanding of the client’s most pressing and nuanced challenges.
In this case, Chris worked closely with the Falcone Hospitality team and took the time to visit the venues in person. To create the innovative and actionable insights that the Falcone Hospitality brand needed, Chris ensured he understood the customer experience on a first-hand basis.
True to our promise, this project resulted in a win-win-win:
- We were able to empower another brand with strategic consultancy (WIN)
- Falcone Hospitality was able to optimise its branding and marketing (WIN)
- Customers now enjoy even better experiences across the Falcone venues (WIN)
By working with Chris and Melotti Media, Falcone Hospitality has fully embraced its commitment to hospitality, culture and people.
With boosted branding efforts, amplified marketing materials and tailored messaging for each of the venue, customers of The Office Hotel, Eastern Creek Tavern and The Red Cow Hotel will enjoy the full Falcone experience.
Now more than ever, people will know when they walk into a Falcone venue.
