People love a unique destination, and a genuine, vintage venue is something that most cinemas can only dream of. In an era where everyone can watch most movies in their lounge room, a unique venue is vital.
The Solution
We decided to really celebrate Coburg’s senior status and recapture some of the magic from the golden era of drive-ins; the 1950s. We threw out the modern menu boards and replaced them with lively, hand painted designs and illustrations, inspired by 1950’s diners.
We also created cut-out standees as a photo opportunity and ensured that every billboard, directional sign and on-screen announcement remained on theme.
The Results
The re-opening of the Drive-In was welcomed with a sold out re-launch event. The diner was swamped with over 2,100 orders from the new menu and many items sold out. The launch also increased community engagement seen in an uptick in user generated social media posts and coverage in the Herald Sun.
Their new ‘retro’ personality opened a new chapter for the venue in showing nostalgic movies. A trend which has been embraced by the community.