Objective

Drive membership acquisition and renewals while reinforcing Entertainment's repositioning as a premium lifestyle membership that delivers exceptional value beyond dining discounts.

Background

Entertainment had evolved significantly from its origins as a traditional coupon book and needed to communicate the broader value of the membership ecosystem, including travel, everyday savings, fundraising initiatives and premium experiences.

Challenge

Consumers often associated Entertainment primarily with restaurant discounts. The challenge was to reposition the product as an everyday membership that combines savings, experiences and community impact.

Key Message

An Entertainment membership offers value that far exceeds its purchase price.

Supporting Messages

• Save on dining, travel and everyday spending.

• Access thousands of premium offers.

• Receive bonus rewards and exclusive promotions.

• Support fundraising causes and local communities.

• Discover more experiences across Australia, New Zealand & Bali.

Creative Territories

1. Everyday Value

"Spend a Day with Entertainment"

Showing how the membership can be used from morning coffee through to dinner and everyday purchases.

2. Premium Experiences

Restaurant showcases, luxury travel, exclusive experiences and aspirational lifestyle imagery.

3. Rewards & Incentives

Gift cards, upgrades, competitions and bonus offers designed to drive conversion.

4. Fundraising Impact

Supporting causes while receiving personal benefits.

Visual Direction

• Warm ivory backgrounds.

• Premium navy and gold palette.

• High-end food and lifestyle photography.

• Minimal layouts with generous whitespace.

• Gold accents reinforcing the campaign concept.