The inaugural Mates Day @ Your Local campaign has wrapped up following a strong statewide response from AHA (Vic) members, reinforcing the vital role local pubs play as places for connection, conversation and community.
Held on Friday, 8 May 2026, the initiative encouraged Victorians to take time out of their week to reconnect with friends, family, colleagues and neighbours at their local hotel. Venues across metropolitan and regional Victoria embraced the opportunity, delivering a wide range of activations including food and beverage o ers, meal deals, live music and community fundraising activities designed to encourage locals through the venue.
The response from venues exceeded all expectations, demonstrating the industry’s strong appetite for initiatives that bring communities together. With an initial target of 100 metropolitan and 40 regional venue sign-ups, the campaign ultimately attracted an impressive 182 metropolitan and 123 regional participants, a total of 305 venues in its first year. This outstanding result not only surpassed projections but also highlighted the enthusiasm and commitment of pubs and hotels across Victoria to get behind the concept and make it a success.
The campaign had a simple goal: to create a dedicated moment for people to connect with others in their local community. With growing awareness of loneliness and social isolation as major issues, Mates Day highlighted the hotel sector’s natural role in bringing people together face to face.
From a media and communications perspective, the campaign also delivered well beyond expectations. Mates Day @ Your Local secured coverage from more than 10 media outlets and content creators, while generating over 200,000 social media views. Notably, around 80 per cent of those engaging with campaign content had not previously interacted with AHA (Vic), indicating the campaign successfully extended beyond existing networks and reached a broader public audience, a key objective from the outset.
This level of organic reach was particularly significant given the campaign operated with minimal paid advertising, reinforcing that there is a genuine public appetite for positive, community-focused storytelling within the hospitality industry. Media support spanned a diverse mix of platforms, including Billy Brownless on The Rush Hour, Dyl Buckley’s Footy & Friends podcast, ABC Gippsland Breakfast, Mix FM Colac, as well as industry publications such as Hotelier and The Shout. The campaign also received a mention on the Hamish and Andy podcast, alongside strong backing from Instagram creators and local social media channels, further amplifying its reach and impact.
Mates Day @ Your Local will return in 2027, with May 8 planned to fall on a Saturday, providing an even greater opportunity for venues to build on this year’s success.
With the shift to a weekend, hotels are encouraged to start thinking now about how they might activate and expand their plans to maximise participation and community engagement.
As the sector continues to evolve, Mates Day @ Your Local has reinforced a clear message: Victoria’s pubs remain central to community life, providing not just hospitality, but a vital space for people to come together – and a reason to look ahead to the next opportunity to do so.