Announcing the arrival of luxury at Melbourne Airport.

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.