THE ROOFTOP
HOTEL & RESTAURANT MARKETING CREATIVES
ELEGANT NEW YEAR’S EVE EVENT IN CENTRAL LONDON
Located atop The Trafalgar St. James, The Rooftop is one of London’s most iconic sky-high venues — offering panoramic views over Trafalgar Square and beyond. As long-standing creative and strategic partners of London + Regional Hotels, we were tasked with concepting and delivering a high-impact New Year’s Eve event to elevate The Rooftop’s positioning and drive significant revenue growth.
THE TRANSFORMATION
With a goal to transform The Rooftop’s New Year’s Eve into a must-attend event on London’s social calendar, we delivered a full creative and commercial strategy — including concept development, menu design, performance marketing, content creation, and lead generation.
Through insight-led strategy and cross-channel activation, the event achieved £63,000 in revenue — representing a 440%+ increase on the previous year.
OUR APPROACH
We led the project end-to-end, combining data-driven insight with creative storytelling to maximise reach, resonance, and bookings.
Concept Development & Market Research
Researched guest preferences, competitive NYE offerings, and pricing strategies to shape a premium concept tailored to The Rooftop’s demographic — blending elevated food, drink, and experience in a setting unmatched for views.
Menu Design & Pricing Strategy
Worked closely with the F&B team to develop a menu that matched the concept’s aspirational tone, and aligned pricing with perceived value to optimise bookings.
Content Creation & Campaign Strategy
Produced a suite of branded assets to support performance marketing, organic content, and email. All touchpoints were designed to convey atmosphere, exclusivity, and urgency.
Cross-Channel Marketing Execution
Launched a tightly targeted paid media campaign across Meta and Google, supported by organic content and web optimisation — all designed to drive interest and convert leads.
PERFORMANCE & RESULTS
£63k in revenue (440%+ uplift vs. previous year)
78,998 people reached, 2,829 page views
172 lead forms submitted
142 leads at £1.88 per lead
30 direct enquiries at £4.12 per enquiry
CTR of 1.86%, more than double the hospitality industry benchmark (0.90%)
Average booking converted after 3 ad exposures, validating the remarketing strategy
The project shows how a clearly defined concept paired with intelligent marketing execution can turn a single event into a high-impact revenue driver — positioning The Rooftop not just as a venue with a view, but as a destination for landmark celebrations.
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