THE WESTS GROUP NEWCASTLE
EARLY RENEWAL CAMPAIGN 2018
ART DIRECTION
Early Renewal is an annual campaign to drive new club membership and ensure current members rejoin. For 2018, we partnered with Charlestown Square Shopping Centre to give away a $20,000 EFTPOS Gift Card as the major prize.
Since the major prize would have endless spending outcomes, we developed a visual strategy using items available at retail outlets that people may choose to spend on. After choosing the items, we shot all separately and added two models, sourced to represent the target demographic.
For the 2018 members card design, we reached out to local photographers on Instagram, choosing the best submissions of local landscapes, and running interviews online to give the winners exposure.
The 2018 campaign achieved a stronger result than the year prior and came in around $200k under the previous year's marketing spend. Happy days.
SCOPE OF WORK
Development of creative in line with marketing strategy
On-premise & environmental
Outdoor
Social media/web
Press
Members card design
