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Communications

The Howling Moon

Project Overview

Marketed as the ultimate place to party, The Howling Moon’s rooftop offering is exclusive to the capital. Indicative of the exceptional experience the bar provides, all communications reflect the venue’s wild spirit.

The Howling Moon had a bar, an identity, and zero brand awareness. Our challenge was in building that brand awareness.

Challenge accepted.

To cement The Howling Moon in the hearts and minds of the Canberran market, communications were to emphasise an unforgettable experience. Incorporating the identity and personality into collateral, social content and press partnerships, on-brand assets had to encourage bookings and boost visits.

To generate intrigue around the brand ahead of its launch date, Facebook and Instagram went live as part of a two-pronged strategy. General community interest and excitement developed over always-on content over the course of five months, with buzz then channelled into an official cobranded launch campaign and event, promoted solely through social media and press partnerships.

As The Howling Moon’s ongoing creative partner, we regularly developed seasonal campaigns that both aligned with and pushed the boundaries of brand guidelines.

The social feed is vibrant and fun, incorporating varied visual language to encourage sharing and bookings. Bringing a quirky persona into captions and content, socials blend stylised photography and curated design.

Brand and marketing communications feature lively design, boasting an energising red from the brand’s colour palette. Rich photography contrasts clean design, adding a touch of elegance to printed and digital collateral.

Implementing marketing strategies through community engagement, we facilitated conversations by engaging specific tactics.

Visual cues of handles and hashtags are featured on venue menus and signage, The Howling Moon hashtag tracks and discovers user-generated content while enabling the community to become brand advocates, and competitions incentivise fans to post content about the bar.

Our strategic Tame The Wild cobranded launch campaign communicated with over 100,000 Facebook users via paid media and 42,000 Instagram users organically, with event revenue doubling the average Friday night income. Over four months, private bookings increased by 152% with an average of 19 private venue bookings per month.

The team at BEING have consistently displayed professionalism, creativity and flexibility under pressure. They have raised the profiles of our bars across a range of touchpoints, while providing us with the guidelines to create on-brand communications.

Jackie Gregory
General Manager, Canberra Rex Hotel