Social Event Promotion
Oktoberfest
at The Highwayman Pub
Oktoberfest was a campaign I managed from initial concept through promotion and execution, working closely with General Managers to develop an event experience that could be effectively marketed across multiple channels.
I collaborated with the management team to select promotional food and beverage features for a limited-time Oktoberfest menu, coordinated entertainment for the event, and designed the supporting menu and promotional materials.
From there, I developed the digital campaign, creating branded Instagram content, Facebook event promotion, and website updates before incorporating each touchpoint into the content calendar to ensure consistent messaging leading up to the event.
The Audience
The campaign targeted existing customers and local community members looking for a fun, social dining experience rather than an audience already familiar with traditional Oktoberfest celebrations.
The promotional strategy was designed to appeal to a broad consumer audience, particularly young adults, groups of friends, couples, and existing guests looking for a reason to visit. Messaging focused on the overall experience — specialty food and beverage features, live entertainment, and the social atmosphere — making the event feel approachable and exciting even for guests with little familiarity with Oktoberfest traditions.
Because audiences interacted with the event across different touchpoints, I adapted the promotion by channel. Instagram focused on visually engaging content that built excitement around the experience, Facebook Events provided easily accessible event details and encouraged discovery and sharing, while the website acted as a central source for event information. Each touchpoint was incorporated into the broader content calendar to create consistent messaging and repeated exposure leading up to the event.
The Result
The campaign successfully brought the Oktoberfest concept to life across both digital and in-person touchpoints, creating a cohesive experience from the first promotional post through to the event itself.
By coordinating social media, Facebook Events, website promotion, menu design, entertainment, and on-site messaging, the campaign maintained consistent branding throughout the customer journey. The event generated strong engagement from the local community and provided an opportunity to promote featured food and beverage products through an experience-driven campaign.
Most importantly, the project demonstrated my ability to take an event from initial concept through cross-functional planning, creative development, digital promotion, and final execution.