Unlock more value in more places, every day.

The campaign was designed to reposition the Multi City Membership as more than a dining product, showcasing it as an everyday savings tool that travels with members across Australia, New Zealand and Bali. Rather than focusing solely on discounts, the campaign highlighted lifestyle benefits and encouraged members to upgrade by demonstrating the additional value they could access through dining, travel and everyday spending.

Creative Brief

Objective

Increase adoption of the Multi City Upgrade by communicating the additional value available beyond a standard membership and creating urgency through limited-time promotional pricing and bonus offers.

Audience

Existing Entertainment members and prospective customers looking to maximise value from dining,

travel and everyday purchases.

Key Message

Upgrade your membership to unlock more offers, more cities and more opportunities to save every day.

Supporting Messages

• Access offers across Australia, New Zealand and Bali.

• Save on dining, travel and everyday spending.

• Unlock greater value with the Multi City Upgrade.

• Limited-time pricing and bonus offers create additional incentive to upgrade.

Creative Direction

The campaign combined warm lifestyle photography with product-led visuals to make savings feel tangible and relatable. The introduction of orange as the hero campaign colour helped differentiate promotional messaging while maintaining consistency with the Entertainment brand palette. App screens, offer examples and food imagery were used throughout to demonstrate real value in a clear and accessible way.