About The Client
Westend is the premium venue in the best precinct in Geelong for food, drink and functions.
After several years of development, the old Eureka Hotel was transformed into a more vibrant, clean and brighter interpretation of a modern pub.
The sophisticated and modern front bar offers over 30 beers, an award winning international wine list and unique house made cocktails. The restaurant offers contemporary Australian cuisine sourced from the finest ingredients.
Westend Hotel is also home to the largest private function space in the Geelong CBD and can cater for groups of all sizes and occasions.
The Client’s Problem
Westend came to us requiring help to promote their business as they had an underperforming online presence and a lack of brand recognition.
They were struggling with a bit of an ‘identity crisis’, customers were not quite sure if they were a bar or a fine-dining restaurant.
Their website did not reflect the premium experience that they offered to their customers, as it was dated and not well put together.
Westend is home to the largest function space in Geelong, named Shorts Place Social, but they were suffering from a lack of enquiries and bookings for the venue.
Although being active on social media channels, they were not receiving much engagement as their imagery was of food and empty spaces. They didn’t have a strategy for what content they should be producing to drive bookings and engagement.
The Propeld Solution
We worked closely with the owners to rebrand the Westend, by developing a brand strategy to determine their target audiences, business name and a series of messages to go to market with.
The name was changed to Westend Hotel, to clarify what the establishment is and to remove confusion with the Westend Precinct in which the hotel is located.
Propeld understood what Westend was trying to achieve with its brand position and developed a cohesive brand style and series of messages that could be synergised across their bar, dining and functions spaces.
We decided to rebrand their function space, Shorts Place Social, to Westend Social to remove any confusion between the venues.
A new conversion-focused website was developed to educate their customers on what the venue offers and to generate more bookings. The site now receives over 30 function enquiries every month and is fully booked.
To complement this brand refresh updated photographs of customers experiencing the different aspects of the venue were captured. A series of videos were created to use alongside the photos on the website and social media promoting the bar, restaurant and function spaces.
A social and marketing strategy was developed to reliably promote the hotel throughout the year, along with a series of design templates to ensure a consistent brand style.