How Lions Creative Transformed Digital Presence for GM Management's Smoky Mountains Restaurant Portfolio

GM Management operates a standout collection of hospitality venues in Tennessee's bustling Smoky Mountains region: Azul Mexican Cantina (modern Tex-Mex with rooftop views in Pigeon Forge), Junction 35 Spirits (Tennessee's first distillery-restaurant concept with handcrafted spirits and Southern dining in Pigeon Forge and Sevierville), and The Cottage (refined Southern brunch in Pigeon Forge). These spots cater to both locals and the millions of tourists flocking to the area each year, blending authentic flavors with high-traffic destination appeal.

Lions Creative partnered with GM Management starting to elevate their digital footprint. We delivered full-spectrum services: custom website design and development for each brand, ongoing social media management, paid media campaigns (Meta and Google), and professional content creation including on-location photography and videography.

The Challenge

Managing three distinct restaurant brands in one of Tennessee's most competitive tourism markets was overwhelming the internal team. Brand consistency was slipping, unique atmospheres weren't fully showcased online, and efforts to boost search visibility and drive actual foot traffic were stretched thin. GM had exceptional venues—they needed scalable, high-impact digital storytelling and performance to match.

Our Strategic Approach

We structured a cohesive, multi-channel plan tailored to each venue while maintaining portfolio synergy:

• Social Media Management — Built monthly content calendars, refined brand voices, optimized profiles, and prioritized engaging short-form videos to capture the vibe of each location.
• Paid Media — Created targeted audience segments, tested creative variations, and focused on ROI-driven optimization with continuous tracking.
• Website Design & Development — Delivered mobile-first redesigns with improved UX, faster load times, intuitive navigation, SEO-optimized structure, and conversion-focused layouts (reservations, menus, directions).
• Content Creation — Conducted regular on-site photo and video shoots to build a rich, reusable library of high-quality assets for social, ads, and websites.

What We Delivered

Across the three brands, Lions Creative produced:

• Multiple professional brand shoots
• ~50 social posts per month
• 29 paid campaigns launched
• Complete website redesigns and launches for each concept
• Creative direction ensuring consistent brand storytelling
• Monthly performance reporting and analytics

Measurable Results

The impact was clear and revenue-focused:

Social Media Highlights

• 7.35 million total views
• 236K+ reach (Instagram)
• 22.9K engagements
• 20.5K link clicks
• 173.5K page visits
• 6K new followers gained

Paid Social (Meta)

• 1.81M reach
• 5.34M impressions
• 4.74M views
• 26.9K clicks
• 12.9K link clicks
• 1M post engagements

Google Ads – Driving Real In-Person TrafficWe ran hyper-localized campaigns targeting high-intent searches (e.g., nearby dining, directions, calls). Key portfolio-wide wins with $14,637 total ad spend:

• 30,000+ customer actions (store visits, directions, menu views, calls, orders)
• $30,430 tracked conversion value
• 2.08× ROAS
• ~6% average CTR

Location Standouts

• Azul Cantina: 18,000+ engagements, 8%+ CTR, nearly 2× ROAS (highest volume)
• The Cottage: 3.57× ROAS (strongest efficiency), 8,000+ high-intent actions
• Junction 35: 3,800+ interactions, steady traffic and positive returns

Website & Overall GainsSignificant increases in traffic and conversion rates, reduced bounce rates, longer time on page, stronger brand identity, more inbound inquiries, higher-quality leads, and enhanced digital credibility. Top videos drove outsized views and engagement, with assets reused effectively across channels.

The Bottom Line

By combining strategic content, precise paid targeting, modern websites, and consistent execution, Lions Creative helped GM Management turn digital efforts into measurable foot traffic and revenue in a fast-paced tourism market. The results prove that thoughtful, multi-location digital marketing can deliver profitable growth while letting each venue's unique personality shine.

Ready to elevate your hospitality brand's online presence? Let's talk. 🚀

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