The Premier Hotel

About the project

The challenge

One of Newcastle’s favourite race-day and after-party locations, the Premier
hotel is already host to over 600 people from local areas during the spring races.

But the attention The Premier Hotel usually obtains is from locals of a 40-70 age demographic. So In preparation for their busiest time of the year, I was commissioned to revive a website with much need direction, love and purpose.

The premier is a people centric brand with a high focus on being a pub. Most people don’t even know it’s a hotel even though it’s in the name.

And so the aim is to draw more of a younger crowd without turning away loyal patrons and make it more well-known that it is - in actual fact, a hotel.
The solution

How do you bring together a new people from new areas, keep older local audiences and keep everyone happy? Well.. Baby steps.

We lifted the visual profile from ‘pub’ to ‘bar’, from ‘hotel’ to ‘suites’ and from ‘bistro’ to ‘kitchen’. We changed the language new tone of voice and scheduled a re-fit which in turn helped them discover a new point of difference.

They became:

“The bar that leaves a mint on your seat.”
Get to know your local.


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Lisa Stoja


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