Outcome
Mercantile Group strengthened its profile as one of Ireland’s leading hospitality operators, with a portfolio strategy that maximised both brand equity and operational efficiency. The work elevated individual venues while reinforcing the group’s collective reputation as a curator of Dublin’s nightlife and cultural scene.
Mercantile Group
Orchestrating marketing, branding, and cultural strategy across one of Ireland’s largest hospitality portfolios
Summary
Over several years, we partnered with Mercantile Group to manage and develop marketing and brand strategy across its diverse portfolio of venues. Our work spanned digital campaigns, brand positioning, promotional strategy, and portfolio storytelling -ensuring each venue retained its own distinctive identity while contributing to the group’s reputation as a leader in Dublin hospitality and nightlife.
Strategic Objective
Create a cohesive portfolio strategy that elevated Mercantile Group’s overall profile
Support individual venues with tailored marketing and branding approaches
Deliver scalable campaigns that maximized efficiency while maintaining authenticity
Position the group as a cultural leader in Dublin’s competitive hospitality sector
Consulting Approach
Portfolio Positioning
Developed a narrative that framed Mercantile Group as more than a collection of venues; a curator of Dublin’s cultural and nightlife experiences
Ensured consistency of brand values across the portfolio while preserving each venue’s unique personality
Marketing Infrastructure
Built integrated marketing systems to coordinate campaigns across venues
Introduced shared frameworks for promotions, digital campaigns, and partnerships, improving efficiency while raising standards
Streamlined workflows between in-house teams, external agencies, and venue managers
Campaign Development
Designed campaigns that could operate both at portfolio level (group-wide visibility) and venue level (audience-specific storytelling)
Activated seasonal and city-wide cultural moments (festivals, holidays, launches) with cross-venue tie-ins
Delivered promotional strategies that balanced commercial goals with brand equity
Brand Stewardship
Refined and refreshed visual and narrative branding for selected venues to ensure ongoing relevance
Provided guidance on tone, content, and experiential storytelling to maintain differentiation
Client Partership
Acted as a strategic partner and executional support across multiple venues simultaneously
Balanced group-wide leadership with the agility to respond to each venue’s market dynamics
Fostered collaboration between venue managers, in-house marketing, and external partners
Mercantile Group