Services
Integrated marketing campaigns for the moments that move trade
Always-on marketing keeps the brand visible. Campaigns are how the brand actually grows. Dine Agency builds integrated marketing campaigns that run across owned, earned, paid and on-site channels in service of a single concept — Christmas trade peaks, Mother's Day, school holiday programs, EOFY pushes, retailer comps, mall events and one-off product launches. Every campaign is scoped against a commercial target the client and the asset owner have agreed in advance, then reported against that target the day after it lands.
A campaign is a single concept told consistently
The best campaigns are the ones where every channel feels like the same conversation. The hero film, the in-centre signage, the social posts, the retailer comp creative, the email and the paid ads are not just colour-matched — they are built off the same insight, spoken in the same voice, and pointing the audience to the same action.
We start with a campaign concept session that locks the proposition, the audience, the channels, the success metric and the timeline. The production work — video, photography, copy, design — flows from there. Channel-level planning happens in parallel so the campaign hits all surfaces in the same week, not in three separate releases the audience never connects.
The campaigns we run most often
Across our retail, hospitality and corporate clients, campaign briefs tend to fall into a handful of categories that all reward the same disciplined approach.
Seasonal trade peaks
Christmas, Mother's Day, Father's Day, Easter, Back to School, EOFY. The dates everyone knows are coming, and the dates where being mediocre is more expensive than being absent. We build seasonal campaigns 4-6 months out so production lead times are honoured and creative isn't done in the last fortnight.
Mall and venue events
School holiday programs, character meet-and-greets, weekend activations, in-centre concerts, hotel restaurant launches and brand pop-ups. The campaign work wraps the event itself — pre-promotion, on-the-day capture, post-event recap content.
Retailer and tenant comps
Centre-wide retailer competitions and joint campaigns that get tenants spending into the centre's marketing program rather than against it. Includes creative, T&Cs, draw mechanic, comms plan and post-comp reporting back to participating retailers.
Brand and reputation campaigns
Broader campaigns that aren't tied to a date — brand films, repositioning launches, refresh campaigns and award-entry support work for clients in their own competitive moments.
Reporting against the commercial brief
Every campaign closes with a debrief that scores the campaign against the commercial KPI that opened it. We don't ship a campaign without a target attached, and we don't accept a target that's framed as 'more engagement.' The right targets are foot traffic, covers, retailer participation, gift card sales, tenant satisfaction or whatever the client's asset owner is reporting on at the next board meeting. The debrief is honest about what worked and what didn't — that's how the next campaign gets better.
Working alongside the rest of the marketing system
A campaign rarely lives in isolation. It launches into an existing always-on social presence, an existing email database, an existing centre or venue website, an existing retailer comms platform and an existing paid-media program. We build campaigns to plug into those systems rather than work around them, so the campaign benefits from everything the always-on program is already doing and the always-on program benefits from the campaign's creative spike.
For clients where Dine runs both the campaign and the always-on program, that integration is automatic. For clients where the always-on work sits with another team or supplier, we run campaign integration sessions early so the channel handovers are clean and nobody is surprised on launch day. The campaign is one moment in a longer marketing story, not a standalone fireworks display.
Brief a campaign that earns its budget
Whether you need a fully-integrated seasonal campaign or a single tightly-scoped activation, we can scope a piece of work that ties to the commercial outcome you need to deliver.
Brief a campaign