ADVERTISING STRATEGY

A change of ownership meant a new direction and name for the business; one that put greater emphasis on food and beverage outlets and provided for a $35 million redevelopment plan. However, a consequence was a cut to the resourcing of the marketing function and reduce the budget by a third. Two new advertising strategies were required whilst retaining a cohesive look and achieving cost efficiencies:

  1. Call to action tactical marketing to drive revenue. 

  2. Branding to create market awareness of the new name, pending redevelopments and new positioning. 


RESULTS: 

  • Successfully repositioned from a casino to an entertainment destination. 

  • Consistent monthly advertising backbone (radio, print, EDM, SMS, social media, search, in venue, outdoor) complemented by additional campaign specific media. 

  • New responsive website with full digital strategy including Google network advertising, retargeting, eDM, SMS, social media and third-party advertising. 

  • Worked with business analyst on segmentation and reporting to vastly broaden market reach and achieve cost-effectiveness.

 

The new Ville identity was designed to celebrate Australia’s northern tropics region, home to beaches and rainforests that are interwoven with the Australian sense of national identity, 

A slightly retro feel draws influence from once glorious and romantic icons such as the Gold Coat’s Pink Poodle Motel and the iconic Beverly Hills Hotel in Los Angeles. 

Imagery draws on scenic shots from the area showcasing the sort of views that Townsville is not widely known for. This imagery also helps detract from the physical property while the redevelopments take place.

essbee (sarah butler) marketing & communications | +61 400 507 759 | australia