Tide & Ember (concept) — ELEVEN ELEVEN

Tide & Ember

Concept project Seafood restaurant

A demonstration campaign for a fictional waterfront seafood restaurant competing for visitors' attention near the night market.

This is a concept. Tide & Ember is a fictional business created to demonstrate our approach. It is not a paid client engagement, and no results are claimed.

Challenge

Waterfront seafood restaurants in busy tourist areas tend to look alike online: ice displays, price boards and similar photos. A venue like this needs visitors to understand, at a glance, why it is worth walking past ten others — and to find it on Google Maps when they search in the late afternoon.

Strategic approach

Position the restaurant around one idea guests can repeat: the day's catch, cooked over fire, at the water's edge at sunset. Prioritise the Maps listing and short-form video, because that is where same-day dining decisions are typically made, then use content to build anticipation for the golden-hour sitting.

Creative execution

A ‘From boat to fire’ content series showing the catch, the grill and the table — one story, told across Reels, Stories and the Maps listing.

A rebuilt Google Business Profile with dish-level photography, a translated menu, clear price guidance and reservation links.

A ‘Sunset table’ reservation prompt promoted in the hours before sunset to visitors nearby.

Review prompts on the bill folder and reply templates in English, Vietnamese and Korean.

Why this concept

This project demonstrates how we would approach a common Phú Quốc situation: a good restaurant in a crowded area, relying on walk-ins, with an online presence that does not reflect the experience.

What success would look like

For a real engagement we would agree measures up front — such as Google Maps direction requests, calls and website clicks, reservation enquiries for the sunset sitting, and review volume — and report on changes against a baseline. No results are shown here because this is a concept, not a client project.