OTR brand campaign up and running
1 July, When it comes to retail brand campaigns in South Australia, it doesn’t get much bigger than this.
The state’s largest local employer, On The Run (OTR), is in the midst of a full scale rebranding, with new signage up and a broader advertising and community campaign underway.
As part of Stage 1 of the re-brand, the local group installed new signage on its 122 stores located right across the State and provided staff with new uniforms – all in just four months. Not bad considering most of the external signage is specifically designed for each individual store and OTR employs more than 2000 people.
OTR has invested more than $1.5 million on local contractors installing the new signage and will spend more than $1 million on the new brand launch, which incorporates signage, advertising and sponsorship as well as a community digital initiative currently in development.
This is on top of the $50 million OTR already plans to invest in redevelopment over the next year, which it forecasts will create around 300 new jobs as a result. OTR is currently recruiting 150 new staff for roles in Renmark, Aldinga and throughout SA.
“We’re aiming for 100% brand awareness by the end of the year, and for clarity about our role in the lives of our customers as their top-up shop around the corner, around the clock,” OTR Chief Operating Officer Michaela Webster said.
“With over 40 million transactions at OTR outlets a year, the majority of South Australians are shopping with us. The ease and convenience of the shopping experience we provide and the range and services we offer is striking a real chord within the community. People are starting to think and talk more about shopping with South Australian businesses also, which is great.”
As part of the brand campaign which focuses on discovering the OTR shop offer, a new logo was designed by working late nights over many months, with a local designer who is now part of the OTR marketing team. This simplified and modernised the original On the Run logo to the shorter OTR brand.
“As we move into the campaign rollout, we’re purposely enlisting the help of local agencies including Jamshop, Ikon Adelaide, The Distillery and Baker,” Ms Webster said.
“Our stores offer a range of products and solutions that are unmatched by our competitors and the business decisions are made by a team based at Norwood. That’s a very positive message to South Australian customers that we are keen to get out, we live and work in the community every day and know what locals need.”
OTR’s unique retail offering also includes other well-known brands on site including C Coffee, EAT, Oporto, Subway, Wokinabox, Wendys and Chill.
OTR’s advertising campaign which will run throughout the year includes print, radio and outdoor with a heavy digital media component. Community engagement and support will also be a focus.
“Saving time by using OTR is the central theme of our new brand campaign,” said Ms Webster. “South Australians love convenience and we use the time we save to spend with family and friends.
“OTR’s 24/7 opening hours are a unique proposition in South Australia. We literally never close, so we are available when our customers need us.
“Shopping at OTR is quicker and easier than a trip to the supermarket. With 122 stores and growing, we are probably closer and it’s so easy to drop in ‘on the run’ when you want to top up your pantry or grab something yummy to eat.”
Ms Webster said businesses had an important role to play in supporting local communities.
“We are already highly engaged with the community including recently being recognised by the CFS for raising $20,000 for their members after the recent bush fires. However, this is an area we’re keen to expand in the coming months.”