The Carine is a highly popular hospitality venue located in the northern suburbs of Perth.

The Issue

Since being established in the 1970’s, The Carine Glades Tavern had become known as a somewhat tired, traditionally blue collar, front bar based pub. However research was revealing that in recent years the surrounding areas had significantly matured with the area consisting of less young families and more professional couples and empty-nesters. Accordingly, research showed local residents had significantly higher disposable income than in previous times and were looking for more discerning offers from local hospitality outlets combined with the convenience of staying close to home. Based on this intelligence the owners decided to undertake a major multi-million dollar redevelopment of the establishment and transform it into a stylish, contemporary, multi-faceted hospitality venue.

The Solution

Our initial approach was to create a contemporary new branding scheme that could be applied across all front of house aspects of the business including point-of-sale, menus and staff uniforms. A comprehensive signage strategy was also developed in conjunction with a leading signage to provide branding, directional and promotional opportunities. To build awareness and reintroduce the market to the redeveloped business we developed a range of creative advertising campaigns each of which was designed to portray the new Carine as both contemporary and fun.

Advertising primarily occurred in the local, and to a lesser degree the metro press. This creative was further extended into an onsite poster campaign, cinema advertising, outdoor bus back campaign as well as fliers, which were distributed amongst the primary and secondary trade catchment areas.

Within six (6) months of relaunching, the Carine was trading significantly higher than at the corresponding period a year earlier and went on to be voted Perth’s Best Pub as well as the Best Marketed Hotel.