THE ROCHEY

The Rochey Hotel is a classic inner-city Melbourne pub with a long history, known for live music, a relaxed vibe, and an upstairs space that feels earned rather than curated.

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I approached the Rochester’s social content with the aim of honouring that legacy while still feeling current. Rather than chasing every shiny trend, I picked and chose ones that genuinely align with the venue’s character: text-forward captions that lean into dry humour, candid behind the scenes clips, and short, punchy reels that lean into the energy of gigs and crowd moments. The content takes into account what’s “in” on platforms, such as authentic, unfiltered video, sound-on content and trending audio snippets, but always filter that through what feels true to the Rochester’s atmosphere. 

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Visually, the content is honest and a little rough around the edges e.g. beer mid-pour, setup moments and patrons laughing, so the feed feels less like marketing and more like proof of life. The result is social storytelling that nods to current trends while staying grounded in the real experience of the pub.