The GPT Group’s Melbourne Central has been awarded Shopping Centre News’ (SCN) 2010 Big Guns Branding/ Repositioning Award for its ‘Living Melbourne’ campaign.
‘Living Melbourne’ encompassed a new brand direction for the Centre, focussed on positioning Melbourne Central as the district at the heart of Melbourne’s CBD where the city’s most creative trends, people and brands come together. ’Living Melbourne’ speaks to the Centre’s physical space, the mix of stores and the attitude of the people who shop there.
The campaign was informed by consultation with different segments of the city’s community, including artists and musicians, and highlighted Melbourne Central’s unique position in the heart of Melbourne, above the city’s second busiest train station and reaching into several precincts via interconnecting laneways.
Above the line creative featured a range of situations depicting Melburnians interacting with their city and different executions adapted to key trading periods including Autumn-Winter and Spring Carnival. PR activity supporting the Living Melbourne campaign secured editorial media coverage 30% higher than the same period in 2008. This was driven through new, non-traditional in-centre activations including the Centre’s Two Blocks street festival, live fashion shoots and art installations. Melbourne Central has also opened itself to the city’s artistic talent, encouraging artists to complete artworks within the Centre, creating a living, changing space for customers to enjoy.
