Greenbank Services Club
RENOVATION RE-OPENING CAMPAIGN
Greenbank Services Club has been a pillar of the local community since 1991, bringing people together and supporting local organisations and charities through a growing giveback program. Ahead of a $20 million renovation, the club wanted to revitalise its marketing approach, shifting from purely tactical activity to a strategic campaign that would grow membership, attract new visitors, and position the club as a go-to destination in the suburbs.
INSIGHT
LCC Group took a strategic view of Greenbank’s marketing, starting with a full audit of existing activity, digital channels, and customer touchpoints. We developed detailed customer personas to understand who the club should be speaking to and why, and created a renovation launch and engagement strategy that would excite both existing and prospective members.
The campaign centered around the creative idea “Where the grass is greener”, inspired by the club’s rebirth and new offerings. The theme was a nod to the cultural tug-of-war between dining and entertainment in the suburbs versus the CBD - positioning Greenbank as a suburban destination that could rival the city experience, while celebrating the club’s new look, feel, and expanded facilities.
SERVICES
+ Marketing audit
+ Brand workshop
+ Customer personas
+ Campaign strategy
+ Campaign creative
+ Media and PR
+ Strategic advisory
RESULT
The campaign successfully positioned Greenbank Services Club as better than ever, engaging the local community and attracting new members. It highlighted the club’s new dining and entertainment offerings- from the Marketplace with seven food outlets to the impressive Barrel Hall and the sophisticated Glass House and Sunroom spaces - and reinforced Greenbank as a vibrant, modern destination. Early engagement and media coverage exceeded expectations, setting the stage for continued membership growth toward the club’s 2026 target.
