Food Tourism Campaign: Small Plates St Leonards

Commissioned by Hastings Borough Council, Larking developed Small Plates St Leonards as part of a strategic, content-driven campaign to boost out-of-season tourism. Grounded in extensive research and stakeholder engagement, the campaign leveraged digital storytelling, influencer marketing, and immersive content to position St Leonards as a must-visit foodie destination.

Research & Strategy

Before launching the campaign, we conducted:

  • Market research & visitor insights – Analysing tourism trends, audience demographics, and the impact of cost-of-living pressures on travel choices.

  • Stakeholder workshops – Engaging local businesses and creatives to shape the campaign, ensuring authenticity and community buy-in.

  • Strategic content mapping – Identifying high-impact storytelling opportunities to target food tourists, cultural travellers, and hospitality industry professionals.

Food photography by Steve Painter 
Branding and illustration by Mel Elliott, Interactive map designed by Beth King

Engaging Content & Promotion

  • Professional photography & videography captured the essence of each restaurant, used across digital platforms and press materials.

  • Influencer partnerships brought national exposure, including a collaboration with @pistachioinlondon, whose content reached over 19.4K viewers and generated multiple enquiries from other influencers.

  • Social media campaigns & digital advertising targeted key markets (London, Brighton, Tunbridge Wells, Ashford), leading to over 45,000 views and significant audience growth.

  • Press coverage in The Telegraph Magazine, Hastings Independent & Get Hastings extended the campaign’s reach.

Results & Impact

  • 3.4K website visitors & 2.8K unique users explored the interactive map and event details.

  • Significant footfall boost for restaurants, with some reporting their busiest day of the year.

  • 77% of participating venues rated the event 5/5 for business impact, and all committed to future participation.

  • Restaurant sales increases of up to 100% in some venues.

Future Growth & Insights

The campaign’s success highlights the demand for experience-led, digital-first tourism marketing. Looking ahead, we plan to:

  • Expand the event to multiple days or a seasonal calendar.

  • Enhance restaurant collaboration with clearer promotional guidelines.

  • Increase investment in digital content & influencer partnerships.

  • Further develop sustainable travel messaging, encouraging visitors to arrive by train and explore on foot.

By combining deep audience insights with creative storytelling, Small Plates St Leonards successfully positioned the town as a thriving food destination while driving tangible economic benefits for local businesses.

“Beth was great at galvanising the community of restaurants, which would normally be in competition, but instead united to showcase the area’s best. The campaign was incredibly well executed, and the energy she brought to it made all the difference.”

— James Hickson, The Royal Michelin Bib Gourmand Gastro Pub