Sydney’s The Star has today launched its new multi-channel campaign “Are you in?” as it fully reopens and lets people know it is ready to welcome them back in a fun but safe environment.
“Are you in?” was designed by Star’s in-house creative team to provide light entertainment and positivity as Sydney and Queensland come out of hibernation. To make up for lost time, The Star wants to celebrate the memories yet to be made and encourage guests to get back out and have fun after months of social restrictions.
George Hughes (main photo), CMO at The Star, has said of the brand creative: “The key insight from our research that informed this campaign is that customers want entertainment – they want fun, positive, uplifting content that’s different to what they’ve seen over the last few months. Tonally, it’s right for our business and this moment. We’re an entertainment business first and foremost and so if the ads are not entertaining it’s not true to our brand.”
In a pre-COVID world, The Star’s channel strategy leaned heavily on owned channels but the shift in audiences’ consumption patterns has totally shaken this approach up. Through its large email, SMS and direct mail database alongside high footfall on property, The Star had previously relied on these channels to communicate to guests about the events and offers happening across all three venues.
Hughes added: “Now that we’ve been closed for three months guests haven’t been able to experience that venue-based advertising. This has meant that we’ve had to do a lot more media buys to reach our audience. It’s a departure from what we’d normally do – but absolutely necessary given the conditions.”
The Star has also mixed up its typical weighting of comms from an earned, owned, bought approach by leaning towards bought first for this campaign. The media buy also reflects current times with greater focus on radio, streaming services and TV as consumption of these channels has increased since the pandemic hit. The change of travel both locally, with people travelling to the city far less, and from overseas has also played a large factor in shaping the campaign creative and strategy.
Hughes continued: “For the foreseeable future we will not have any inbound tourist opportunity but what we will see is pent up demand in our local environment so we’re expecting a lift in tourism in domestic market and this campaign is also about making the most of that.”
Please login with linkedin to commentThe Star
Video calls have replaced meetings; pyjamas are now work attire and hand sanitiser is a staple. COVID-19 has changed our behaviour in a way that has never before been seen. But how many of these COVID-inspired changes are here for good and what else do we need to rethink? In a new podcast from Think […]
Publicis Groupe and head of futures and insight Tom Goodwin have parted ways following a controversial coronavirus tweet. Earlier this week Goodwin took to Twitter to offer a controversial point of view on the coronavirus pandemic. He said: “I find the total obsession with Covid deaths over all other deaths entirely gruesome. 7500 Americans die […]
Impact has today released a commissioned study conducted by Forrester Consulting. The study, Smooth the Partnership Journey by Learning from high-maturity companies, provides a set of actionable next steps for optimisation, fully tailored to the maturity level of the individual programme. The World Trade Organisation cites that 75 per cent of world trade flows indirectly: not […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
Snap has unveiled its first-ever B2B marketing campaign in Australia. ‘Meet the Snapchat Generation’ targets Australian businesses and focuses on highlighting the Snapchat community. The campaign comes as Snapchat reaches 85 per cent of all 13-24-year olds and 90 per cent of all 18-24-year olds locally. It gives insights into the mindset of the Snapchat […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
ASICS Australia has released the world’s first cricket shoe, specifically designed for females – developed locally in conjunction with Cricket Australia’s (CA) Women’s Team Physiotherapists and Athletes. In recognition of the incredible growth of women’s cricket in Australia, ASICS has launched the 350 NOT OUT FF to the market alongside a fresh ‘Made For Me’ […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
SCA today announced that its award-winning Research & Insights and Strategy & Insights divisions have come together to form SCA iQ, one of Australia’s largest media research and insights offerings. SCA iQ fuses the research, insights and strategy functions together, to better power insightful solutions for SCA’s Sales and Content teams and advertising partners and is underpinned […]
World Out of Home industry leaders from Australia, the UK, US and Germany have revealed that audiences are returning to public spaces despite ongoing challenges from COVID-19, and that they anticipate improved market fundamentals in coming months. In an interview for a podcast being released today, leaders including oOh!media CEO Brendon Cook, President of the […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]
In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have been overwhelmed by the request […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]