Bonington Farm
Brand Identity & Strategy
When I joined Bonington Farm, the brand identity consisted of a logo and colour scheme, with a website and brochures that were created with default typefaces, and a booking system that added extra friction to the booking pipeline.
We expanded the logo and colours out into a larger brand identity, which I applied across as many touchpoints as possible, including physical, tactile additions to the stay experience to create a more personalised, human feel. This better suited the premium brand positioning and contributed to that they-thought-of-everything feeling that had guests vowing to return as soon as possible.
Overhauling the website and booking engine allowed us to better communicate the brand positioning, better inform the customer along the journey, and reduce the friction between initial browse and booking.
These changes resulted in an immediate uplift in direct bookings, ultimately resulting in a 71% increase in direct bookings from 2025 to 2026, and drastically reducing the reliance on OTAs and other booking platforms.
Case Study - Sunday Screenings
One major marketing success was the introduction of a Sunday-night-only offering to direct customers.
With Sundays being a typically challenging night to sell, we repositioned the night to become one of the most sellable nights of the week. One huge selling point of staying at Bonington Farm was the private, on-site bookable cinema, so we transformed Sunday nights into an experience, rather than a forgotten night.
Becoming one of the few opportunities to book a single night, we bundled in a complimentary slot in the Film House, along with slightly extended check in hours, and packaged the night as an excuse the extend the weekend slightly - even if you still had to head to work on Monday morning.
The offering was a huge success, boosting Sunday night occupancy by 36% and offering a slice of the luxury to guests who couldn’t stretch to a 2-night stay.
Social Media Strategy, Management & Content Creation
Collaborating with brands, influencers and creatives helped create ‘lived in’ moments that the audience could really picture themselves in, and served as both inspiring brand content and social proof.
The brand had a wealth of existing beautiful imagery to work with, but much of it was of immaculate, but empty rooms. The social strategy involved mixing strategic collaborations with creators and brands to show of the ‘lived in’, authentic depiction of a stay with us, alongside playful, aspirational imagery that suited the brand’s premium positioning, and informative, practical content that helped answer potential customer questions and reduce friction.
The strategy resulted in a 8k uplift in following and an increase in brand recognition, with Instagram becoming the main driver of all bookings.
Content planning
Content creation and editing
Social media strategy
Social media management
Styling and art direction
Influencer & Creator outreach
A unique way to share reviews that felt authentic and stayed engaging.
Collaboration with All My Heart Photography
With no existing email marketing in place, I built a mailing list and email strategy from scratch. The strategy involved a monthly ‘field notes’ newsletter to build a relationship and bring guests along with the seasons of the farm, alongside regular seasonal, themed and promotional emails to drive bookings. Utilising CRM data pulled from existing bookings, I created personalised upsell emails to target specific cohorts based on their date of stay.
In addition, I created an exclusive ‘latelist’ email segment to attract potential guests looking for a last-minute stay. These tended to be slightly reduced or a shorter, 1-night stay, which was perfect to target bargain-seeking guests and create a sense of exclusivity, without bombarding social channels with discounts and offers.
The result was a young and growing email channel with a 3% click rate and plenty of opportunities to expand out into automation and more personalised, CRM-led content.
Email Design & Strategy
Lead generation
Email design
Copywriting
Campaign Strategy
CRM / Automation Strategy
