Booked Out: How The Timber Yard Filled Their End-of-Year Corporate Calendar with a Full-Funnel Strategy
Aperitif used an intent-driven SEO strategy to help an established brand reach their next level of growth, achieving double digit revenue growth for the last two years and counting.
About The Timber Yard
The Timber Yard is one of Melbourne’s most iconic event venues, blending industrial character with lush outdoor spaces to create a unique and versatile setting. Located in Port Melbourne, the venue hosts everything from large-scale corporate functions to private celebrations—offering a flexible canvas for unforgettable experiences.
Services Used:
The Challenge
While The Timber Yard had no trouble filling high-demand weekend dates, large gaps remained mid-week during the critical end-of-year season—resulting in missed revenue opportunities.
Reaching corporate event decision-makers at scale was proving difficult. They needed a strategy that would not only generate awareness but also drive mid-week bookings at volume.
The Approach
We built a full-funnel marketing campaign across Google Ads, Meta Ads and SEO—strategically designed to reach event managers, business owners, and HR professionals.
Google Ads & SEO helped us capture existing demand from users actively searching for event venues.
Meta Ads allowed us to build demand using long-form video creative that highlighted the venue’s unique character and versatility.
To close the booking gap on slower weekdays, we created a compelling mid-week offer, promoted aggressively across all channels to maximise enquiry volume and urgency.
The Results
This campaign not only drove record-breaking performance during the most competitive season of the year—it transformed how The Timber Yard markets corporate events.
By combining search intent capture with demand generation and a compelling mid-week incentive, we helped the venue turn idle weekdays into high-value revenue opportunities.
