Select your element of choice Or just scroll your own way.
When Shamin Hotels approached O’Brien et al. with a vision for a new pop-up dining experience inside Catch 31 at the Hilton Virginia Beach Oceanfront, we saw an opportunity to build more than a marketing campaign, we built a distinct destination brand.
Table No. 31 Tapas & Tonics was conceived as an exclusive, limited-run culinary pop-up. To bring it to life, O’Brien et al. delivered a comprehensive suite of agency services, including holistic brand strategy, visual identity, multi-channel digital marketing, tailored photography, and targeted social media campaigns designed to drive awareness, engagement, and reservations across Virginia Beach.
Brand Strategy Going up?
Turning Oceanfront Energy into an Exclusive Pop-Up
Partnering closely with Shamin’s leadership, we developed Table No. 31. It was a limited-run tapas & tonics pop-up concept located within Catch 31’s private dining space. From day one, we worked together to shape both the creative direction and the rollout strategy.
The goal was clear: create something exclusive, memorable, and aligned with the energy of the Oceanfront. Every detail was designed to feel intentional, from the name, to the table setting, to how the experience was introduced to guests.
Social Media Management Going up?
To drive immediate foot traffic and reservation bookings, we launched a multi-faceted digital marketing campaign rooted in hyper-targeted social media advertising and strategic local collaborations.
Social Ad
Social Ad
Social Ad
Reel
Results at a Glance
After weeks of collaboration, planning, and execution, the response showed that the concept resonated exactly as intended. Guests embraced the exclusivity and the culinary experience delivered, and the space took on a new energy throughout the run.
Paid Social Media Metrics
But more than the metrics or turnout, what stood out most was the partnership itself. The best work happens when there’s trust on both sides – when ideas can evolve openly and teams move toward the same vision.
LOCAL INFLUENCER PARTNERSHIP
To build awareness and excitement for the very first Table No. 31 Tapas & Tonics pop-up, we partnered with a local influencer to create a strategic, multi-touchpoint content rollout. By leveraging an authentic, trusted local voice, we were able to generate early buzz, showcase the experience, and drive immediate interest in reservations.
The collaboration included a 4-piece content bundle designed to hit audiences across platforms:
- Instagram story (shared to Facebook) with direct reservation link to drive swift action
- Newsletter feature to reach an engaged, local audience ahead of the event
- Facebook & Instagram posts to build awareness pre-event and provide a POV-style recap
- Reel capturing the full experience, extending reach and longevity of the campaign
The result was a well-rounded launch that combined immediacy (stories + newsletter) with lasting visibility (posts + reel), helping position Table No. 31 as a unique, must-attend dining experience, and setting the foundation for even stronger traction at future pop-ups.
Digital Design + Digital Marketing Going up?
Facebook Cover
Photography Going up?
