Beach Hotel Byron Bay
Brand strategy for Byron Bay's most iconic pub post $100M+ acquisition. Positioned as Byron's Cosmic Centre, anchored to the creative platform Get Lost.
Beach Hotel Byron Bay
Brand strategy for Byron Bay's most iconic pub post $100M+ acquisition. Positioned as Byron's Cosmic Centre, anchored to the creative platform Get Lost.
Byron Bay's most iconic pub, acquired by Moelis for $100M+, with a community watching every decision. The brief was not marketing. It was legitimacy.
Example conducted an extensive discovery program alongside cultural research into The Bay's lost identity and the tensions driving community rejection. The brand strategy positioned The Beachy as Byron's Cosmic Centre: the recognisable soul of The Bay, anchored to the creative platform "Get Lost", the gift of forgetting where you're meant to be and who you're beholden to.
Byron Bay's most iconic pub, acquired by Moelis for $100M+, with a community watching every decision. The brief was not marketing. It was legitimacy.
Example conducted an extensive discovery program alongside cultural research into The Bay's lost identity and the tensions driving community rejection. The brand strategy positioned The Beachy as Byron's Cosmic Centre: the recognisable soul of The Bay, anchored to the creative platform "Get Lost", the gift of forgetting where you're meant to be and who you're beholden to.
