Chreli Abano — Bringing a Historic Tradition to Life Through Communication
Project Context
“Chreli Abano” is one of the oldest and most distinctive bathhouses in Tbilisi’s Abanotubani district, known for its mosaic façade, unique architecture, and rich history.
Portali’s involvement aimed to update the bathhouse’s brand positioning and visual communication while preserving its historical identity and presenting it through a modern marketing language.
Challenges
- Preserving the bathhouse’s traditional image while introducing new visual communication;
- Informing tourist audiences about the services despite language and cultural barriers;
- Coordinating digital channels so that the overall communication remained consistent and authentic.
Our Role and Strategy
Portali provided traditional marketing services and curated the content direction, including:
- Designing and placing advertising and informational materials in tourist areas;
- Refining the brand style and tone of communication;
- Aligning and overseeing the social media content strategy together with another team;
- Maintaining a consistent visual identity across all channels, both online and offline.
Results / KPIs
- The number of visitors increased seasonally by 34%;
- Customer engagement across social channels increased by 55%;
- The frequency of TripAdvisor reviews increased by 38%;
- Brand perception — a traditional experience presented in a modern way.