ALH Group – The Wharf Tavern Mooloolaba

Project Description

The main objective for The Wharf Tavern, Mooloolaba was to re-position and refresh the overall look and feel, promote the name change and re-establish the loyalty of the local clientele. The Wharf Tavern is located on the Mooloolah River, offering indoor and outdoor dining; a great environment catering to a variety of crowds. By employing different channels of advertising and branding, ADFX has successfully regenerated the look and feel of The Wharf Tavern. Through market research, ADFX devised a social media campaign anchored around the hash tag #whatsupwharf to drive both recognition of, and traffic to the brands online presence – most of which centres itself around Facebook, Twitter and Instagram. ADFX then deployed Print, Radio and TVC components of the #whatsupwharf campaign to grab the wider publics attention.  

Project Details

Client ALH Group – The Wharf Tavern Mooloolaba Services Ad campaign, Digital, Flyers/Posters, Rebrand, Reposition, Style Guide, Social Industry Hospitality  

Magazine Ad - My Weekly Preview

A series of image-rich press ads were produced for publication in local entertainment and community weeklies.  With lush imagery set against strong typography blocks ADFX created a strong visual campaign to promote the newly branded and refurbished venue.

Social Media

The Wharf’s relaunch campaign relies on vivid imagery so what better way to connect with the audience than via image driven platforms Instagram and Facebook?  Using the established Styleguide as a lead, ADFX was able to construct a series of playful and aspirational image tiles that ran across social platforms accompanied by the #whatsupwharf hash tag. From here, a social media post template was designed so that the client could competently post social updates without interrupting the visual style established by ADFX.

TV Commercial

ADFX produced a TVC for The Wharf Tavern using stills from a promotional shoot organised by ADFX.  The stop-motion TVC was a fun and quirk way to grab viewers attention and reinforce the #whatsupwharf campaign. View the TVC here


The Wharf’s relaunch campaign needed strong visual and consistency through their visual. ADFX directed a photoshoot. This gave the Wharf tavern a great unique image library for them to use throughout the launch and post launch too for events such as Melbourne Cup, social media promo and Print execution. Photos by Greg Gardner Photography