Leveraging local connections and influence to launch a global brand in Canberra

AQUIS develops landmark projects that have the potential to redefine the economic landscapes of their host cities.

The company has been steadily building a diverse portfolio of Australian investments over the last two decades, with interests spanning the Aviation, Agriculture, Equine, and Tourism and Leisure industries.

With a long and sustained history in successfully growing interests both in Australia and overseas, AQUIS have a vision to redefine the integrated resort entertainment business.

A significant step in realising this vision was the acquisition of Casino Canberra and the announcement to transform the National Captial’s City South precinct.

Coordinate was appointed to assist Aquis in launching their brand and profile in the Canberra market.

The Announcement

It was important AQUIS made a strong first impression in the market with the purchase of Casino Canberra.

This was a significant investment for the company and another strong example of Canberra evolving as a city. The investment by a global brand with the resources of AQUIS further demonstrates the maturity of the Nation’s Capital and will be a catalyst to unlock further offshore investment. It also promises to inject substantial economy wide value, creating jobs, increasing inbound tourist numbers and positively changing the face of the city’s entertainment offering.

The media launch was an important first step in delivering the vision for the project, driving consumer support and a positive community sentiment and dismissing any concerns in relation to the transition and transformation of the site.

Coordinate was appointed to work with AQUIS management in developing the launch story and key messages, working with local stakeholders (including the media), to ensure the announcement was delivered accordingly to make a strong first impression.

The Brumbies Deal

The Brumbies are arguably the most successful and famous brand in the Super Rugby competition. Two weeks out from the start of the 2015 season, the Brumbies had endured some off field changes with the departure of the CEO and coach and had not secured a major sponsor.

AQUIS immediately marked their intention and commitment to Canberra by stepping in agreeing to become the Brumbies major sponsor.

Coordinate assisted AQUIS throughout the negotiations to secure the Brumbies their largest sponsorship deal in the clubs history, signing a record six year deal worth $8M.

Media

Casino Canberra’s new Hong Kong owners call in Las Vegas designers for redevelopment
Casino Canberra revamp to draw tourists and transform city’s south
Brumbies roll the dice to secure Aquis as new sponsor on eve of Super Rugby season