Foodies Local Guides

A Kiwi startup with a global challenge

Tourism startup Foodies Local Guides had a fantastic concept and business plan but needed support getting their business out there. Our challenge was to stand out in a crowded online tourism market while showcasing a fresh concept in food tourism and connecting with the right audience.

As a global business Foodies had a massive pool of potential customers, but with such a wide customer base they weren’t sure where to start. 

Defining an audience and delivering a strategy

We kicked things off with a brand workshop packed with questions to define Foodies’ vision, clarify their market offering, and understand their competitors and landscape. We came out of the workshop with everything we needed to develop a strong, consistent identity for Foodies.

The next step was putting their brand in front of the right audience. We took Foodies’ first destination - Vietnam - and got stuck into our market research, exploring which tourist groups regularly visited the country and identifying global regions that would love the Foodies concept.

After extensive research, we decided to start with the Australian market - regular visitors to Vietnam with a taste for something new.

From there we developed an in-depth marketing strategy to communicate with the Aussie audience. We got to know them inside out, learning their preferred mediums and frequencies, and designing marketing messages that would connect and inspire across all platforms. 

Foodies local guides facebook mobile mockup

The first medium we focussed on creating, was a website. The Foodies team found their existing web platform too restrictive, so we kept the elements they liked - including the booking engine - and integrated this with a flash new site.

We also took some of the hard work off their plate with automated forms and processes for their guide onboarding.  

foodies local guides desktop

When Covid-19 hit and Foodies needed to pivot to offering Kiwi food tours, we helped them adapt their strategy to capture this new market.

“It was an amazing process because it made me delve into the business and think about it in smaller and finer details.”

— Kerry Ford, Foodies Local Guides

The Solution

“Bianca and the Attraction Studio team have been absolutely amazing, right from the word go.”

— Kerry Ford, Foodies Local Guides

Otautahi mural

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