From Advancetown to Beechmont: A Radio Rebranding Success

Encourage and remind people of the services and facilities at Advancetown Hotel (Beechmont Hotel) on a regular basis to increase patronage.

• Target market: Males 25+
• Promote the pub to the tradie and motorcycle riders market.

The Beechmont Hotel sought to rebrand from its former identity as the Advancetown Hotel and establish itself as a premier destination venue. To achieve this, a strategic radio campaign was launched with Rebel FM. The campaign leveraged promotional initiatives with Ash & Jake’s Weekend Rebel FM Show, including a series of “Ash & Jake Parties” hosted at the hotel. These events successfully drew listeners to the venue, offering them the chance to meet and greet the popular radio personalities. A key part of the strategy was to create strong awareness of the pub’s location, reinforcing that it is just 7 minutes from Nerang, and to build a memorable tagline: “home to the Yowie.”

The owners were extremely happy with the results of the radio campaign. They felt that radio had significantly reinforced their brand to both new and existing customers. The campaign provided the Advancetown Hotel with a cost-effective means to promote activities during the week, successfully transitioning its image and increasing patronage as the newly rebranded Beechmont Hotel.