Case Study

Case Study: Barilla Bay Tasmania

Background:

Barilla Bay Tasmania was established in 1980 by the Forrest family who helped pioneer the oyster processing industry throughout Australia.  Today, the business is a nationally and internationally recognised producer and supplier of Pacific oysters, with an award winning restaurant and retail operation.

Objective:

With the owners seeking to retire, Lex Simshauser Partners were commissioned on behalf of Barilla Bay Tasmania to devise a national and international sales and marketing strategy for the sale of the iconic Barilla Bay brand and associated assets.

Campaign Strategy:

Targeted sales strategy supported through:

• Press advertising
• Direct mail
• Media relations
• Online resources

The strategy involved promoting the entire offering to including operations, trademark brand, property and oyster leases, restaurant and gourmet foodstore, processing facility, land and buildings. 

Lex Simshauser Partners commissioned Thought Bubble to work with brand consultants DMW Creative to devise the creative aspects of the campaign, encompassing print advertising in major metropolitan press, national and international media and trade publications, sales and marketing collateral and microsite development and search engine optimisation (SEO).

Lex Simshauser Partners managed the production of media, advertising placement, direct mail campaign and sales enquiries; Thought Bubble developed the go-to-market strategy and communication material; and DMW Creative developed the microsite and SEO.

Challenge:

Despite the client being based in Budapest, and later Tasmania, the campaign team communicated regularly to ensure all aspects of the campaign were delivered to a high standard, to deadline and to budget.  Overall, a fantastic collaborative effort with seamless integration.

Outcome:

The sales campaign kicked off on Thursday 16th September with national press advertising, PR campaign and online activity.  The campaign will run until 6th November, 2009.   Within just one hour of the campaign 'going live' , "'Barilla Bay For Sale' and 'Oyster Farm For Sale' had reached first page ranking on Google, with the press release being syndicated online, and receiving broadcast and press mentions around Australia and throughout Asia.  Within 24 hours, the campaign the microsite appeared number 1 on Google.

Campaign Microsite (now disabled following sale of business): www.oysterfarmforsale.com.au

Corporate website: www.barillabay.com.au