The Carter Logo

Marketing Strategy

/ The Carter


Influenced by pop culture icons Jay-Z and Beyoncé (aka The Carters), The Carter Sydney launched in 2017 as a restaurant by day and hip hop bar/club by night. It transformed a heritage bank into a must-see Sydney nightlife hotspot.

/ Opportunity

The Carter was seeking to build a stronger following and drive regular foot traffic to the venue. DIJGTAL was engaged to assist on this brand activation which was executed via social media advertising campaigns with the support of a regular content program.

/ Approach

To activate The Carter’s brand, DIJGTAL ran specific Instagram and Facebook content programs, combined with paid customer acquisition campaigns, event activations and email marketing. We were also responsible for collateral design and the strategic creation of key promotions.

We saw there was a lack of high quality hip hop clubs in the region, we knew The Carter could fill that gap and become THE destination for the Sydney hip hop scene. We identified key target markets, their motivations and created personalised content, offers and events appealing to their specific wants and needs, all of which were communicated through our digital channels. This enabled us to attract a steady flow of customers across all trading periods, throughout the day and week.

/ Outcome

The strategically targeted campaign, which didn’t have a dollar spent on PR, resulted in a global public relations BOOM, with interviews and articles by some of the biggest media agencies in the world, including The Daily Mail, TIME, Vogue, MTV Australia, COMPLEX USA, KIIS 1065, Marie Claire (Australia and USA), FOX, ET Canada, Yahoo Cosmopolitan Australia & iHeartRADIO Australia.

Within weeks of our engagement we had created the most trending restaurant and bar – talked about globally – with queues around the block of people desperate to get into one of the hottest destinations in Sydney.