A brand reset designed for a bigger crowd.
PROJECT
The Pub of the Moment
CLIENT
ALH Hotels – Mermaid Waters Hotel
Mermaid Waters Hotel needed a clean break from its Lonestar past and a return to local relevance. The new brand had to feel fresh but familiar. The next step was activation – making the new identity visible and felt in everyday moments.
We made time the hero.
Building on the brand platform we had created, we introduced The pub of the moment – an elastic campaign idea designed to live in everyday behaviour, not just advertising. Instant-photo frames captured candid slices of life – spritzes clinking, plates worth pausing for, pool light at golden hour. The system moved from anticipation to arrival, from big promise to lived-in moments, with guests becoming the channel.
Not a theme. A platform.
Building on the brand platform we had created, we introduced The pub of the moment – an elastic campaign idea designed to live in everyday behaviour, not just advertising. Instant-photo frames captured candid slices of life – spritzes clinking, plates worth pausing for, pool light at golden hour. The system moved from anticipation to arrival, from big promise to lived-in moments, with guests becoming the channel.
Not a theme. A platform.
The neighbourhood felt it. Screens filled, feeds lit up, families came back. The hotel didn’t just reopen – it claimed a feeling, and kept it alive week after week. A brand built to hold a larger ambition: sharper in perception, stronger in recall, and ready to compete as a true destination on the Gold Coast.
KEEP EXPLORING
