Recognised as a landmark and part of the local DNA it has been providing a traditional cabaret show 5 days a week, every week of those 30 years. No other show in Australia has achieved this.
However, numbers have been in decline and it was felt the show was losing relevance to a younger audience. In part, this is due to the perception that Dracula’s is a reflection of the old Gold Coast.
Our task? To challenge perceptions and reconnect locals to the Dracula’s experience whilst ensuring the tourist market is targeted utilising best practice forms of Digital media.
Our role has been to refresh the brand, make the show theme more prominent and position Dracula’s as an authority in theatre production, while maintaining its sense of humour and rebellious nature.
We created a tailored media strategy for Dracula’s, which includes press advertising (newspapers and magazine), large format outdoor billboards, transport (bus and tram, both internal and external) and direct mail pieces.
The recommended strategy is also utilising targeted digital media, which enables us to effectively target specific audiences that we have identified for Dracula’s. Embracing the flexibility of digital outdoor advertising allows promotion of specific offers at certain times and locations. This holistic way of marketing gives us license to create well-structured campaigns that are not only successful, but adaptable.
With real time data we can analyse and evolve the campaign to ensure we are getting the greatest possible results from our spends and recommendations.
When it came to refreshing the iconic logo, we worked closely with Dracula’s to ensure that we maintained the distinctive tone that is familiar with audiences, while bringing it into the modern age. A sharper and more concise logo with greater balance makes for a brand mark that is easier to reproduce and increases legibility, especially in digital applications.
Supporting brand elements, such as the Fleur de Vamp icon, were also updated to reflect the new direction of the brand while being faithful to its legacy and history.
Photography and video were invaluable tools we utilised to best capture the energy of the Dracula’s experience.
From filming the exhilarating live show performances through to photographing the theatrical cocktail menu, we were able to build a large library of content.
The launch of Dracula’s new stage show Nine Pints called for a bold and adventurous creative direction to grab the attention of the public. Taking inspiration from high end fashion and gothic horror, we embarked on a journey to create a distinctive identity for the exciting show experience that reflected Dracula’s new direction.
Utilising photography that is both beautiful and surreal, along with a vivid scarlet red colour tone, Nine Pints demands attention with it’s eerie allure. Splashes of red dominate the Gold Coast landscape across outdoor media, creating a consistent and memorable identity that connects and resonates with audiences.
- A clean and modern brand identity that reflects the new direction of Dracula’s
- An adaptive and recognisable graphic style that can be used across various media
- Cohesive and consistent marketing communication across all platforms