Marketing — Abanotubani Group

Project Context

Abanotubani Group brings together two of the oldest and most distinctive bathhouses in Tbilisi’s historic district — “Chreli Abano” and “King Erekle’s Bathhouse.” These venues are not only relaxation spaces, but also living examples of Georgian culture and traditional balneotherapy.

Portali’s involvement aimed to shape the group’s overall branding, positioning, and marketing vision, combining its historical identity with a modern approach.

Challenges

1. It was necessary to unite two independent bathhouses under one brand umbrella while preserving the authentic character of each;
2. The brand communication had to be unified under a shared vision — “Georgian tradition within a modern experience”;
3. A consistent content strategy was required to communicate the same identity across both digital and traditional channels;
4. The goal was to position the group as a premium cultural brand offering an authentic experience to visitors of Tbilisi.

Our Role and Strategy

Portali carried out:

• The creation of the group’s brand communication framework — a shared tone, visual style, and brand narrative;
• Traditional marketing support — informational materials, banners, outdoor visuals, and brochures;
• Curation of the digital direction — content themes, copy, and alignment of the visual style for social media;
• The development of the positioning: Abanotubani Group as a brand representing a historic part of the city and developing tradition in a modern form;
• The definition of the brand narrative — “Where History Meets Relaxation” / “Where History Comes to Life.”

Results / KPIs

• Abanotubani Group’s brand awareness increased by 48% among local and tourist segments;
• A unified social media strategy improved content consistency and increased engagement by 2.3x;
• The average TripAdvisor ratings of both bathhouses increased from 3.0 to 3.7;
• The brand’s visual identity became consistent, and its perceived value as a premium cultural experience increased.