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McGettigan's DPC – Footfall-Focused Social & PR

We ran a footfall-first campaign for McGettigan’s at Dubai Production City, pairing high-value PR across the festive, Valentine’s, and Ramadan seasons with steady social storytelling and creator-led discovery to keep the venue front of mind for diners and celebrators.

Client Overview

McGettigan’s is one of Dubai’s best-known names in social dining, the kind of Irish pub-meets-celebration venue people choose for match days, big-night dinners, and seasonal get-togethers. At its Dubai Production City outlet, the brand already had an established audience and a strong reputation; the challenge was different from a launch. It needed consistent visibility through the busiest dining moments of the year, credible press coverage to reinforce its standing, and a stream of content that kept reminding the local community why McGettigan’s is where you go to celebrate. We came on board to drive exactly that, with footfall and reputation as the north star.

Client Challenges

How We Helped

Anchored every campaign to the moments that fill tables, building dedicated activity around the festive season, Valentine’s, and Ramadan so the venue owned the conversation when diners were actively choosing where to celebrate.

Led with high-value PR, securing tier and lifestyle media coverage across each seasonal window to keep McGettigan’s positioned as a go-to celebration destination, not just another pub on the list.

Kept a consistent Instagram rhythm of posts, reels, and stories that captured the food, the atmosphere, and the social energy the brand is loved for, sustaining presence between the big seasonal pushes.

Curated a fresh roster of food and lifestyle influencers each month, choosing creators whose audiences matched the DPC community to extend discovery well beyond the venue’s own followers.

Generated and encouraged Google reviews throughout the campaign, building the local social proof that turns a nearby search into an actual booking.

Tracked profile visits as a genuine curiosity signal, then shaped content toward the formats and topics that were pushing people to explore the venue further.

Prioritised reels and lifestyle video, the formats consistently delivering the strongest non-follower reach, to keep introducing the brand to new local audiences month after month.

Repurposed the best-performing creator and owned content across formats to stretch reach and maintain a fresh, active feed without constant new production.

Reviewed performance month over month, doubling down on the seasonal campaigns and creative angles delivering the highest earned media value and the broadest discovery.

The Numbers, Platform by Platform

Meta Ads — Advantage+ Shopping, engineered for return

The Meta account tells the clearest story of the strategy in action. Across 194 campaigns and £28.7K in total spend, the account reached 1.07M people; but the value wasn’t in the volume, it was in the structure. The premium Advantage+ Shopping campaign returned a 9.28x ROAS, turning £7,066 into high-value purchases, while the video shopping campaign scaled to 814K reach and still held a healthy 4.03x return. Top-funnel prospecting stayed remarkably efficient at just £0.25 per landing-page view. The dashboard shows exactly where the return was concentrated; and how deliberately the spend was weighted toward the campaigns that earned it.

Google Ads — Intent, captured at scale

Google was where we captured demand at the moment of intent. The overview shows 26.8K clicks and 108.98 tracked conversions across the 30-day window, against £38.5K in spend. Cost per conversion landed at £353; a benchmark we flagged openly rather than hid, because it’s the number we’re now actively compressing through ongoing bid and creative testing. Search and shopping carried the high-intent traffic, and the dashboard makes the trajectory visible across the full reporting period.

Shopify - Where the spend becomes revenue

Shopify is where the whole funnel reconciles. Total sales reached £257.4K, up 3% on the prior period, across 212 orders. The headline number, though, is the conversion rate: up 44% store-wide. And it came alongside an 18% drop in sessions; fewer, better-qualified visitors converting harder. The dashboard captures the core thesis of the entire campaign in a single view: less traffic, more money, by design.

Results & Transformation

A festive-to-Ramadan run that kept McGettigan's DPC top of mind and full of guests

Across four months, the campaign layered millions in earned media over a steady drumbeat of social content and creator discovery, reinforcing McGettigan’s as the place to celebrate in Dubai Production City through every major seasonal moment.

Secured 38+ media placements across the festive, Valentine’s, and Ramadan campaigns, generating over 20M potential reach and more than $1.4M in combined earned media value
The Valentine’s PR push alone delivered 16 placements, 15.8M+ UVPM potential reach, and AED 5.16M+ in reported PR value
Published 120+ pieces of Instagram content across the period, sustaining a consistent posts, reels, and stories presence through the busiest dining season
Activated fresh influencer rosters monthly, reaching a combined creator audience of well over 400K followers and driving strong reel-led discovery
A standout February reel hit 17,295 views with 95.2% non-follower reach, proving content kept reaching brand-new local audiences
Logged 2,700+ profile visits across the campaign, a clear signal of diners actively exploring the venue, supported by a steady flow of fresh Google reviews

A Word From Our Founder

“With a venue like McGettigan’s, the brand is already loved, so the job isn’t to reintroduce it, it’s to make sure it’s impossible to overlook when people are deciding where to celebrate. In Dubai, brands can’t afford to go quiet through the seasons that matter most. We kept McGettigan’s DPC visible, credible, and present across every key dining moment, and tied that visibility back to what actually counts: people walking through the door.”

— Pal Bhattia, Founder and CEO, PAL DMC

What Clients Say About Us

“Working with PAL DMC has been a game-changer for our brand. Their digital strategies are not only creative but also incredibly effective. We saw a noticeable increase in engagement and lead quality within weeks.”