Golden Chain

Golden Chain


Golden Chain, an all-Australian accommodation chain with 227 locations across Australia, appointed Leonards in late 2016 as their advertising and marketing agency. The goal to increase their brand presence in Australia and Vanuatu while rolling out their new brand across website and all marketing collateral. A series of integrated media campaigns were planned to project the new brand while increasing bookings at Golden Chain Motor Inns. A secondary aim of solidifying current relationships with operators through an integrated acquisition and retention marketing campaign was also planned.


To meet the challenge, Leonards developed a staggered, two-phased approach that allowed for the first phase to influence the second. Optimizing the website, running promotion campaigns across Facebook, Instagram, etc., and continuing the strong relationships with current operators helped build confidence internally and externally with Golden Chain.


While this campaign is ongoing, Golden Chain has already seen success with a fully responsive site with depth of content and stunning destination visuals. Through the competitions, the customer database has grown by 3,000. Golden Chain secured and improved relationships with current operators via feedback reports while simultaneously attracting new operators from online campaigns. With their new website, it is now easier to book than ever before. Golden Chain struck gold with Leonards!


Advertising, Campaign, Creative, Strategy & Research, Web Services

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