Coates Hire has undergone a brand refresh to reflect its expanded business solutions beyond equipment hire after more than 135 years in operation.
The new look for the business, now known simply as Coates, includes an updated logo and visual identity, as well as the new tagline, 'Equipped for Anything'.
'Equipped for Anything' reflects the company’s evolution from a hire company to a solutions company, says Kylie Jones, group manager for marketing and brand at Coates.
"We’re proud of our hire heritage, but Coates is not just Australia's biggest equipment hire company – we also have extensive experience in temporary works engineering, industrial shutdown management and safety training.” Jones says.
“So, we're evolving the brand to position Coates as the end-to-end experts, equipped to take on any challenge.”
Following the launch of the new brand in June via the Coates partnership with the State of Origin series, a new campaign is launching on Monday 4th October. Created by The Royals, ‘More than hire’ is a fully integrated campaign with film (45”, 30” and 6 x 15”), radio, digital, and social.
It’s the latest instalment with The Royals as part of a strategic repositioning of the brand to a solutions company via the new brand platform, brand design, tagline and adapting the actual brand name to reflect this new position.
The film takes the iconic Coates portaloo and transforms it into a ‘Portal-loo’, which whisks a young bloke on his first day on the job around all the different ways the company can help solve temporary works and industrial challenges, such as dewatering a tunnel and planning asset maintenance with drones.
“Due to the ever-changing environment we’re in today, the campaign will be digital-led as people’s movement and habits have changed,” Jones says.
“A digital campaign not only allows us to reach people where they are consuming most content, but also enables us to be targeted in our approach and know we’re reaching our ideal audience."
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