Harvey's Sports Bar & Grill
Launching a new sports bar in St Kilda.
Results
The Context
Harvey’s Sports Bar & Grill opened its doors in St Kilda in September 2024, entering a competitive hospitality market known for its vibrant nightlife and loyal patrons.
As a brand new venue, Harvey’s needed to quickly build local awareness, stand out from the noise, and drive strong foot traffic from day one.
With the tagline “Harvey’s – Sports, Beer, BBQ. It’s what we do.”, the brand positioned itself as a no-fuss, high-energy destination for sports lovers and weekend revellers alike.
The Insight
Our research showed that sports fans are some of the most loyal and community-driven audiences. They seek out venues where they feel a sense of belonging and familiarity.
In a market like St Kilda, where competition is fierce and consumer attention is fragmented, the key was to make Harvey’s feel like it had always been part of the local sports culture, even before it opened.
This gave us a clear direction: build familiarity fast, deliver social proof through trusted voices, and show up where sports fans live, commute, and plan their nights out.
The Solution
We executed a multi-channel campaign designed to drive mass awareness, local engagement and opening weekend foot traffic.
Radio was the hero channel, leveraging early morning and afternoon drive slots to reach tradies during their commutes. Live reads and sponsorships from well-known sports personalities added credibility, while on-air giveaways and AFL broadcast spots tapped directly into Melbourne’s sporting culture at high-engagement moments.
Street Posters blanketed St Kilda and surrounding suburbs, owning the local landscape and ensuring Harvey’s felt familiar before doors even opened.
Digital and Mobile Billboards circulated through key nightlife precincts, including Chapel Street and Richmond, putting the Harvey’s brand front and centre where our audience socialised and planned nights out.
What the client said
