Project Overview
In 2017, Harbour Town Docklands received a $150 million facelift and a new brand identity – The District Docklands. The revitalised retail centre brought in a new shopping experience featuring popular international and Australian brands, including H&M and a flagship store for SportsPower. The District Docklands is an exciting masterplan for the area that will soon see new state-of-the-art entertainment, dining and fresh food precincts, alongside Melbourne’s most popular attractions. Future plans include a 5-star Marriott Hotel, commercial offices and modern residences.
Project Commissioner
Project Creator
Project Brief
Cornwell was tasked to deliver a long-term rebranding strategy, new brand identity and marketing campaigns across multiple media and non-media platforms to support the investment and growth in the years to come. The aim was to shift perceptions of the centre, driving its leasing strategy and positioning as a new destination for locals, workers and visitors.
Project Innovation/Need
Through the use of colour, fun and activation alongside an engaging tone of voice, we delivered a rebranding strategy and campaign that differentiated the place from its previous positioning as an outlet centre. We clearly set The District Docklands apart from its retail competitors in the Melbourne CBD, appealing to a broad target audience from potential tenants to local shoppers and families with kids.
More than just giving the place a new name, we celebrated the idea of change, helping people imagine a new place to be. The “Imagine Different” campaign was conceptualised to shift perceptions, build anticipation and stir curiosity for Melbourne’s newest destination.
Design Challenge
The challenge was to elevate existing perceptions of the place and attract desirable tenants who offer new reasons for people to visit. Consumer campaigns were agile, tactical and strategically targeted, offering something for everyone. Layered and multi-channeled leasing and consumer campaigns addressed different touch points, punctuated by a calendar of events.
Effectiveness
Prior to its official launch in November 2017, our leasing strategy and campaign successfully helped the client acquire the newest H&M in Melbourne, alongside a list of popular Australian and international brands. Melbourne’s largest 8-screen HOYTS cinema and full-line Woolworths are also coming soon.
The District Docklands enjoyed a wonderfully successful launch weekend, which coincided with the opening of H&M’s latest store. Launch Day on a Friday saw a 92% increase in foot traffic, while Saturday and Sunday saw a 50% and 32% increase respectively. Retail sales exceeded expectations for all tenants. An increase of 1032 new followers was also seen on Facebook and Instagram over the short launch period.
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.
More Details