Project Overview
St Collins lane is Melbourne’s newest premier fashion destination, covering 9000sqm over 4 levels of Australian and international retail brands.
Project Commissioner
Project Creator
Project Brief
Cornwell was briefed to create a tactical campaign for the centre during the Christmas season. Deliverables included a gift guide and signage featuring specific retailers in a series of shareable posts.
Project Innovation/Need
As Melbourne’s most unique retail destination, it was important that the Christmas season offered shoppers a unique shopping experience. We leveraged our understanding of social media to integrate point of sale and marketing collaterals in a seamless, flexible and effective campaign.
Design Challenge
The challenge was to execute a high-end, unique Christmas campaign on a limited budget. Despite this, we successfully produced premium results, working effectively with usually difficult international brands to access approval for brand imagery and products. A flexible look and feel ensured we were able to change feature products and create excitement in the run up to Christmas.
Effectiveness
All retailers within St Collins Lane wanted to participate in the campaign. According to the retailers, the gift guide was the most effective marketing material, driving traffic and sales into their stores, with specific demand for the featured products.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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