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Brand development, website, social and pr event launch strategy

MKTG Lotty supported with the brand development, strategy and SEO copy for the Beneath website, social media channels and PR launch event.

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case study



Beneath Bar is located at Milsom Place in Bath’s Grade II listed Octagon building. Located ‘beneath’ The Botanist Bath restaurant, the underground space was converted into a stylish cocktail bar, where customers gather and sip rare elixirs in apothecary-style surroundings. Beneath is featured in the Top 50 Cocktail Bars UK list. 


After working closely with the marketing team on The Botanist Bath venue launch, NWTC came to MKTG Lotty for additional strategy, branding and content marketing support for the Beneath Bar concept.

Brand development for website & social

To help boost awareness of Beneath’s cocktail bar offering, MKTG Lotty developed a full strategy for brand development, content and SEO copy for the Beneath Bar website, social media channels  and launch event. Pre-launch promotion of Beneath bar included a mix of LIVE social videos and social outreach to Bath-based influencers with interactive VIP invitations.

Once NWTC developed the Beneath Bar website, they asked MKTG Lotty to develop the style and tone of voice of the content based around the ‘old apothecary/botany’ branding. Reflecting both the brand identity and user journey, the web copy was written with organic search in mind. Alongside this, MKTG Lotty supported the team with ongoing CRM.

Why good copy is essential 

for your website

Copy is how you communicate your business, products and services with your customers on your web pages. The goal of your web copy should be to give your customers a memorable experience which is consistent with your brand and sets you apart from your competitors.

Beneath Bar Bath Cocktail Apothecary.jpg

Does your website need 

a copy refresh?

Review your web copy and ask yourself: are the words on my website consistent and true to my brand? A website might look great, but the content needs to speak to your customers. With the right copy, your website can reflect your business personality. Ready for a refresh?

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