Carina Leagues Club
CAMPAIGN
With a strong 50-year connection to its local community, Carina Leagues Club wanted to raise awareness for its ongoing give-back program. LCC Group’s objective was to shift the community’s perception from associating the club with ‘pokies and parmies’ to understanding the full meaningful contribution the club makes to the community every year.
INSIGHT
Our team conducted qualitative and quantitative research which identified that the club was seen as a welcoming and safe place, and played a critical role in helping people overcome isolation and loneliness.
Using these insights, we developed a 6-month “Heart of it All” campaign, showcasing the club’s $25 million support for grassroots support and community wellbeing programs. Our work spanned outdoor, digital, cinema, radio, and a wide range of in-club channels, positioning Carina Leagues as the club where every visit counts.
The campaign was a resounding success with a 6.3 ROI. It reached 7.7 million people and increased website traffic by 50%. By the end of the campaign, the club’s membership had grown by 22% and Carina Leagues was awarded Large Club of the Year for 2024.
SERVICES
+ Campaign strategy
+ Design
+ Photography
+ Videography
+ Advertising
+ Digital marketing
+ Public and media relations
