It’s time to take a second look at Panthers.

Following eight months of research and planning, Peach has just launched the very first step in a complete strategic repositioning of the well-known entertainment brand.

With 14 venues/clubs throughout NSW, all of which historically hold Panthers branding, the Group identified a need to redefine the brand. Peach has guided Panthers through intense research, branding and design phases, resulting in exciting changes for the overall group brand, as well as tailored, effective strategies for each location.
 
Due to the varied range of club functions and differing target audiences, communicating group wide messages such as membership renewals has typically been one of the group’s major challenges. Peach approached the 2009 membership campaign with a strategy that would resonate with all target audiences by celebrating a central need in every community – the need for somewhere to share good times with family and friends.

Peach designed a membership renewal campaign to launch the new branding for the Panther’s Group, focused on utilising all mediums in an innovative and exciting way.

The first step was a direct mail campaign with a twist.  The materials were presented as a memories wallet, which arrived in letterboxes looking just like a set of prints from a camera shop.  The material provided an update on the action at Panthers, refurbishments, new promotions and prizes, all encouraging membership renewal and all illustrating that Panthers is the perfect place to enjoy time with family and friends.

Visit Panthers Group Website

The direct mail campaign was supported with radio, press, online and TV advertising and point of sale displays in venues – united by one integrated idea – ‘Chatter’, a creative concept that symbolises the experiences that people love at Panthers.
 
All communication materials either drive traffic directly to a Panthers venue, or online for membership renewal.  The new online communication for Panthers includes 16 websites, all linked by the Panthers Group brand.
 
Over the coming months, Peach will assist Panthers to roll out further activity communicating the new brand and offerings.
 
Panthers Group Marketing Executive, Rebecca Carrig has been extremely impressed with Peach. ‘We love working with Peach. It’s a pleasure to be able to work with a team that can draw upon the best minds in the industry, and continually deliver high levels of service and outstanding quality.  The way the team at Peach has connected with our business goals and added value to our brand has been seamless and impressive.’