REDISCOVER COLLINS SQUARE
The return to brick-and-mortar retail was something all Melburnians were counting down to in 2020. One retail precinct ready to welcome them back to the stores and experiences they loved was Collins Square in the city’s CBD.
We recently ideated and executed their new campaign – one that urged their loyal commercial workers in the centre’s vicinity to ‘rediscover the precinct you love’. The creative combined symbolic and captivating imagery with inviting language to create a campaign that reminded audiences that the Collins Square they know and love is still there, and that things they miss about it are waiting for them.
The campaign addressed all six of the Collins Square’s retail categories and was executed across in-centre signage, as well as owned social and digital channels, creating a physical and digital trail that led patrons back to Collins Square.