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Scottish Food, Drink and Tourism
Helping venues become destinations
A great location is only half the battle. To truly succeed in Scotland’s competitive hospitality landscape, you need to give people a reason to travel to you.
Whether you are a boutique hotel in the city or a scenic café in the glens, the challenge is the same: transforming your business from a "place to pass by" into a "place to be."
I work with venue owners to unlock the full potential of their physical space. My approach goes beyond simple promotion; I look at your venue through the eyes of your future guests to create campaigns that drive bookings, covers, and footfall.
My venue strategy focuses on three core pillars:
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Maximising Assets: Every square foot should generate revenue. From positioning your hotel as a premier wedding venue to turning a quiet Tuesday night into an exclusive "Guest Chef" experience.
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Seasonal Agility: The hospitality calendar never stops. I ensure you are marketing Christmas menus in summer and summer terraces in spring, keeping your order book healthy year-round.
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The Experience: I help you tell the story of your food, your team, and your atmosphere, ensuring that the digital promise matches the physical reality.
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Driving Footfall to a Rural Destination: The Mission:
To turn a scenic cafe location into a busy destination during the critical trading periods of Summer and Christmas 2025.
The Strategy & Execution:
A destination cafe relies on visibility. I stepped in to act as the driving force behind their digital presence, ensuring that locals and tourists alike knew exactly where to go.
Social Media Activation: I "woke up" the brand’s digital channels, moving from sporadic updates to a consistent, engaging strategy that showcases the food, the setting, and the experience.
Seasonal Campaigns: I designed specific marketing pushes aligned with the calendar. We maximised the Summer 2025 season to capture tourist trade and are currently executing a targeted campaign for the Christmas 2025 menu.
The Result: Tangible Growth. The social media activation directly correlated with increased footfall into the café throughout the summer months.
Cafe Allore @ Glenesk
Marketing a Premier Wedding & Dining Destination: The Mission.
The owner’s brief was clear: elevate the hotel’s profile as a leading wedding venue in Dundee and drive consistent local engagement for the on-site café and restaurant.
The Strategy & Execution: I delivered a multi-tiered marketing strategy to address the different revenue streams of the business:
Wedding Venue Showcase: I spearheaded the promotional campaign for a critical "Wedding Showcase Weekend." This involved targeting engaged couples and coordinating the marketing to ensure the venue was presented as an aspirational, must-book location.
Experiential Events: To keep the hotel vibrant during non-wedding periods, I developed new marketing initiatives for "Guest Chef Nights," creating exclusive dining experiences that attracted foodies from across the region.
Café Activation: I took control of the social media marketing for the café, shifting the focus to visual storytelling that highlighted the atmosphere and food to drive daily footfall.
The Result: Brand Positioning: Successfully re-positioned the hotel as a competitive wedding venue in the Dundee market.
Taypark House Hotel
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Food Education
Building brands from the ground up
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What we achieved together....
Brand & Digital Build: From the moment the business idea was given a voice, I managed the creation and development of a fully functional e-commerce website.
Strategic Growth: I created the social media and marketing strategy, ensuring consistent brand messaging across all channels, I launched the pastry classes and maximised all marketing opportunities to achieve profit and growth.
Tourism Partnerships: I developed international trade tourism partnerships, securing a vital new area of growth and placing The Pastry Academy on the map for visitors to Scotland.
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The Results
The Pastry Academy became a strong, regionally recognised brand. Since returning from Switzerland to Banchory, Chef Graham Sutherland's personal brand profile was elevated within Aberdeenshire from a relatively unknown pastry chef to being asked to demo at the Taste of Grampian.
The Pastry Academy became a profitable entity within it's second year.
It's social media following grew from 70 to over 2,000.
Pastry classes grew, residential chef courses were established and young people's "Budding Chocolate Heroes" classes sold out.
The Pastry Academy launched its corporate range of workshops which were taken up by Aberdeen's oil and gas sector.
International travel trade tourism partnerships were established from Europe to America
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