Coates Hire launches rebrand at State of Origin

Paige Murphy
By Paige Murphy | 10 June 2021

The company formerly known as Coates Hire relaunched its brand this week as Coates, an end-to-end solutions company spanning equipment hire, engineering solutions, industrial solutions and training.

The announcement follows the new brand and logo being unveiled for the first time to viewers of the first game of the Ampol State of Origin series in Townsville last night, as part of the company’s recently announced four-year partnership with the series.

“Since 1885, Coates has helped shape and support Australian industry and we’ve been known as Australia’s leading equipment hire business,” Coates CEO Murray Vitlich says.

“We’re proud of our hire heritage, but we’re also a company of problem-solvers with an experienced team of engineers, installation experts, shutdown managers and trainers, equipped to take on any challenge.

“So today, our name has changed to Coates.

“The new branding, including the introduction of a new logo and visual identity, reflects Coates’ capabilities to provide end-to-end solutions that include both equipment hire and specialist services, such as temporary works engineering, industrial shutdown management and safety training.”

Sitting beneath the Coates masterbrand are five new business divisions: Coates Equipment Hire, Coates Engineering Solutions, Coates Industrial Solutions, Coates Training and Coates Technology.

Vitlich says Coates’ customers are increasingly looking for "turnkey solutions" to reduce risk, delays and cost overruns on job sites and improve efficiency and accountability.

“Our new tagline, ‘Equipped for anything’, signals to our customers that we have the expertise to find a solution to any problem, whether planned or unexpected,” said Vitlich.

“From equipment hire and temporary works engineering to industrial shutdowns and training, our customers can trust Coates to provide equipment and expertise, whenever and wherever they need it.”

The company unveiled the new brand on digital signage across the stadium while it also provided 10,000 Coates-branded ‘TRY’ signs to attendees to wave during the game.

“The Origin activity kicks off an exciting new era for Coates,” Vitlich says.

“As the company has been around for 135 years, we’re one of relatively few organisations that can lay claim to being around when the first rugby league ball was kicked off in 1908.

“The sport has grown and so have we, so we couldn’t think of a better way to unveil the next stage of our company’s history than teaming up with the NRL to kick off our new brand in front of millions of viewers across the country.”

As part of the partnership, the company will take 200 orange-clad footy fans to Game 2 in Brisbane.

The ‘Coates Orange Army’ will be made up of valued customers and winners of a nationwide competition run across more than 150 branches, each of whom will enjoy a money-can’t-buy VIP experience and premium ticketing.

Each Coates Orange Army member will be kitted out in the company’s iconic brand colour and will be greeted at the game and seated alongside Origin legends Bradley Clyde and Trevor Gillmeister.

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