The challenge was to launch a new night spot within the heart of the Sydney CBD already crowded with funky bars. To make it even more difficult the bar is located within the club premises of 99 on York. The stigma attached with clubs not being cool was the major hurdle. The brief was to increase female clientele to a venue that is frequented mainly by male patrons.  

The Concept

  It was decided to develop a series of events providing unique experiences, then encouraging the use of social media to amplify the popularity of the venue. The first event was centred around an “Almost Forbidden” burlesque theme. A teaser campaign was developed using social networks and guerilla marketing encouraging registrations to a once only ”Almost Forbidden” Event. Once registered, an email invitation was distributed providing party and venue details for the event encouraging RSVP’s.  

Success

  The campaign was a huge success with RSVP’s outstripping the capacity of the venue. 99 on York’s CEO, Rocky Massaria mentioned “The campaign’s success far exceeded his expectations. We were a little hesitant at first when the OnQue team proposed the concept, but I’m now glad we were sold on the campaign. They really helped us understand how creating great experiences, then encouraging discussion and referral on social networks could assist us in spreading the word about our new venue”.