Smoothed the seasonal flow. Younger audience layered onto the regular base.
06/Hospitality + family dining
Shango's Restaurant.
Positioned a Marbella restaurant for year-round local visibility and a younger audience.
- Year · 2024Region · Marbella, SpainPractice · Atelier
01/Brief
What the client asked for.
Shango's had a strong reputation among regulars and warm reviews. Seasonal swings and inconsistent new-visitor flow held the business back.
Missing pieces: clear positioning, Google Maps presence, modern site, Instagram system, scalable review generation.
02/Approach
What we did.
- 01
Brand positioning. Family dining destination. An escape from crowded Marbella with homemade food and oven-cooked healthier cuisine.
- 02
Audience research and customer profiling. Two core segments. Local families and expat regulars.
- 03
Tone of voice. Warm, plainspoken, host-led.
- 04
Site redesign and local SEO. Google Business Profile optimised. Schema, hours, dish photography produced in-house.
- 05
Instagram content strategy. Weekly cadence. Photo and video shoots with AI-assisted editing.
- 06
Customer review generation system. Staff scripts at the table, QR codes, email follow-up.
03/Outcomes
What changed.
Visibility lifted on Google Search and Maps for Marbella dining queries.
From scattered presence to coherent brand experience across every customer touchpoint.
04/Artefacts
The real work.
05 / Credits + services
- Maria Volkova · creative direction
- Lumaé Atelier · positioning + voice + site
- Lumaé Lab · local SEO + review automation
- Brand positioning
- Audience research + profiling
- Tone of voice
- Social + content strategy
- Website + local SEO
- Photo + video production
- Review growth system
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Repositioned an international logistics holding into the premium segment.
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