Announcing the arrival of luxury at Melbourne Airport.

Melbourne Airport

Discipline

+ Creative
+ PR
+ Digital
+ Strategy

Opportunity:

As an ongoing creative partner with Melbourne Airport, we were presented with the opportunity to forge a compelling creative strategy behind the launch of their newly developed T2 International Departures Luxury Fashion Mall. The main challenge posed was – how do you create hype around a CBD-worthy retail precinct that’s located within an airport?

We were tasked with both welcoming and celebrating a Melbourne Airport first –  the arrival of luxury international brands such as Tiffany & Co, Burberry, Watches of Switzerland, Hugo Boss and more.

Discipline

+ Creative
+ PR
+ Digital
+ Strategy

Strategy:

Armed with the support of an impressive array of luxury retail brands, we made it our mission to develop a creative strategy that would empower the precinct with its own distinctive look and feel, while still staying true to the Melbourne Airport brand guidelines. It was important that this execution did justice to the calibre and prestige of the retailers joining the luxury precinct.

This involved a two-tiered campaign that saw us first draw the right tenants to the precinct via a strong B2B leasing campaign, and then promote and drive awareness amongst departing passengers.

As part of the strategic execution, our own in-house PR team delivered an Influencer Program to further showcase the breadth and depth of the new retail offering, bolstering local appeal within relevant audiences.

Success:

Underpinned by a methodical tactical framework, the creative strategy was successfully executed across the pre-launch, launch and Chinese New Year 2018 campaigns. In all cases, both on-site and mainstream media application brought a strong cohesion and consistency to the overall creative execution.