Marketing Retail Report by rkg20899


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									retail marketing

melbourne is populated by active        objective: to promote                        deStination camPaign detailS           the campaign was strongly                 the ‘City of Christmas’ marketing         marvellous march
and engaged consumers who               melbourne’s distinct retail                                                         promoted, including via event             campaign aims to stimulate                marvellous march is an umbrella
are setting the agenda for the          personality and attitude.                    Spring in the city
                                                                                                                            partner enewsletters (reaching a          visitation (and repeat visitation)        marketing campaign designed to
wider community. the city of                                                         after a successful spring campaign     combined database of 43,000               to the city from early november
                                        city of melbourne ‘destination                                                                                                                                          support a blockbuster calendar
melbourne plays a key role in                                                        in 2007, spring in the City was        people); general advertising; point       through to December.
                                        marketing’ campaigns                                                                                                                                                    of events offering everything from
maintaining the city’s reputation                                                    reprised for 2008. the campaign        of sale at participating restaurants;                                               hallmark international events to
as the retail destination.              the City of melbourne delivers                                                                                                objectives included:
                                                                                     objectives were to:                    and flyers at city train stations.
throughout the past year, the city                                                                                                                                                                              community-based festivals. the
                                        an annual program of tactical                                                                                               • developing and delivering a range
of melbourne has engaged with                                                      • position the City of melbourne as                                                                                          marvellous march campaign brings
                                        seasonal campaigns that primarily                                                   christmas in the city                     of high quality free Christmas
its retail constituents to deliver                                                   fashion retail heaven—the ultimate                                                                                         all the events together, providing
                                        target 18 to 39 year olds who work                                                                                            events and activities in the city
specific, targeted campaigns                                                         shopping destination                   each year, the City of melbourne                                                    consumers with one call to action
                                        or live in the city, as well as visitors
that further enhance melbourne’s                                                                                            delivers a six week Christmas           • creating a Christmas tradition of         for all event information, promoting
                                        living within a 20km radius.               • encourage consumers to come to
splendid reputation.                                                                                                        marketing campaign. this                  signature events and attractions          and reinforcing melbourne’s
                                        in 2008–09, four destination                 the city to purchase their ultimate    includes a series of events,                                                        position as the event capital of
                                        campaigns highlighted the                    spring wardrobe or racing outfit,      Christmas decorations, advertising,     • generating repeat city visitation for
                                                                                                                                                                                                                australia. the campaign also aims
                                        municipality’s unique and diverse            and indulge in a little beauty         promotions and publicity, that            Christmas shopping, dining, events
                                                                                                                                                                                                                to promote longer city visitation
                                        retail experience: spring in the City;       therapy while they were at it          positions the city as the ultimate        and entertainment
                                                                                                                                                                                                                pre- and post-event through dining,
                                        Christmas in the City; marvellous          • extend visitation before and after     destination for Christmas shopping,     • encouraging use of public transport       nightlife and shopping messages.
                                        march campaign (which focused                events, encouraging visitors to        dining, entertainment and events.         to the city during Christmas.
                                                                                                                                                                                                                the following are selected City of
                                        on major events), and Winter in the          experience melbourne’s fantastic
                                                                                                                                                                                                                melbourne supported or owned
                                        City (which focused on arts, culture         dining and nightlife offerings
                                                                                                                                                                                                                events that were backed in the
                                        and entertainment).
                                                                                   • encourage consumers to take up                                                                                             marvellous march campaign:
                                                                                     the dining promotional offers linked
                                                                                                                                                                                                              • melbourne Food and Wine Festival
                                                                                     with major events and add to their
                                                                                     city experience                                                                                                          • moomba Waterfest

                                                                                   • increase awareness of the that’s                                                                                         • l’oréal melbourne Fashion Festival
                                                                                     melbourne website as a guide to
                                                                                                                                                                                                              • melbourne Queer Film Festival
                                                                                     what to do and see in the city.
                                                                                                                                                                                                              • the antipodes glendi Festival

                                                                                                                                                                                                              • thai Culture and Food Festival

70   year tHree rePort CarD 2008:2009                                                                                                                                                                                          retail marketing   71
• Queen Victoria market turkish Pazar       the objectives of the campaign       • 2008 laneway Commissions             increased pedestrian activity          able to find just the right fashion       information on listing a
                                            were to position the city as:                                               has been noted across all three        outlet, specialty store or café, bar      business can be found at www.
• Flemington Festival of racing                                                  • the light in Winter, Federation
                                                                                                                        months during winter 2008 in           or nightclub to fit their requirements.
                                          • a warm, imaginative and creative       square
• Formula 1 australian grand Prix                                                                                       comparison to 2007: June (+4.4                                                   event organisers can list upcoming
                                            place to explore in winter                                                                                         relaunched in may 2008, the
                                                                                 • Edward Scissorhands, the arts        per cent), July (+7.4 per cent) and                                              events free of charge using
• 2009 aFl Premiership season                                                                                                                                  website attracts an average of
                                          • the destination for major events       Centre, state theatre                august (+2 per cent).                                                            the online form. business and
• melbourne international Comedy                                                                                                                               110,000 visitors per month. in
                                          • a place with many hidden secrets     • a taste of melbourne, royal                                                                                           event listings with quality images
  Festival                                                                                                                                                     the last six months more than
                                                                                                                        launch of that’s melbourne                                                       and content receive greater
                                            to discover in winter                  exhibition building                                                         32 per cent of visits were from
                                                                                                                        enewsletter                                                                      promotional opportunities through
• Dralion—Cirque du soleil                                                                                                                                     interstate and 7.4 per cent were
                                          • the best place for boutique          • game on, australian Centre for the   the 2008 Winter in the City                                                      that’s melbourne.
• melbourne international Flower and        shopping, cosy bars and great          moving image                                                                international.
                                                                                                                        campaign marked the launch
  garden show.                              restaurants.                                                                                                                                                 businesses and events are
                                                                                 • Guys and Dolls, Princess theatre.    of the first ever that’s melbourne     each week the website homepage
                                                                                                                                                                                                         also promoted through that’s
                                            the following major city events                                             enewsletter. Distributed weekly, the   lists melbourne’s top five restaurants
  winter in the city                                                                                                                                                                                     melbourne’s social networks
                                            participated in the campaign:                                               enewsletter provides a vehicle to      and bars based on page hits. all
  in 2008, the City of melbourne                                                                                                                                                                         including Facebook and twitter.
                                                                                                                        promote a balanced combination         landing pages throughout the site
  once again delivered the Winter         • melbourne Winter masterpieces, art                                          of events happening in the city        serve as promotional spots for
  in the City consumer marketing            Deco 1910−39, national gallery of                                           that week, as well as new city         events and businesses, these are
  campaign. the City of melbourne           Victoria                                                                    bars, restaurants, galleries and       rotated weekly to meet demand
  cooperated with tourism Victoria in                                                                                   attractions. subscribers increased     and provide fresh ideas for visitors.
                                          • australian premiere of Wicked,
  the campaign to target local and                                                                                      from less than 500 at the start of
                                            regent theatre                                                                                                     businesses located in the city
  interstate markets with consistent                                                                                    June to more than 2,500 in less
  messages focusing on arts and           • Circus oz 30th birthday bash,                                                                                      can list their information on the
                                                                                                                        than 13 weeks. it now reaches
  cultural events.                          birrarung marr                                                                                                     that’s melbourne website free of
                                                                                                                        upwards of 11,000.
                                                                                                                                                               charge. listed businesses tap into
  Dining, nightlife, entertainment        • ignite @ Docklands
                                                                                                                                                               a ready-made audience and can
  and retail participation further                                                                                      that’s melbourne
                                          • melbourne international Design                                                                                     capture more interest than with
  completed the visitor’s winter                                                                                        the that’s melbourne website           their own website alone. the site
  experience in the city, increasing                                                                                    provides one easy portal to all the    can list every outlet a business has
  local, regional, interstate and         • state of Design                                                             information on what is happening       in the CbD and drive visitation to a
  international visitation throughout     • melbourne international Film                                                in melbourne. information relating     business’s own website.
  the season.                               Festival                                                                    to over 1,500 businesses ensures
                                                                                                                        that anyone visiting melbourne is

  72   year tHree rePort CarD 2008:2009                                                                                                                                                                                retail marketing    73
Promoting melbourne in Print

74   year tHree rePort CarD 2008:2009   retail marketing   75
hot Spots                                southside (southbank); westside              objective: leverage strategic         • ‘absolutely melbourne’ Christmas        objective: deliver increased
in 2005 the City of melbourne            (Docklands); northside (Carlton and          partnerships and develop                in the City television special, which   retail spend to city retailers by
                                         north melbourne); and cultural               joint venture campaigns                 featured:                               leveraging visitation to victoria
commissioned the first ever
                                         precincts (Chinatown, greek                  that will see the melbourne                                                     from the many major and
City Guide—a magazine-style                                                                                                   • myer Windows
                                         precinct, lygon street).                     message communicated                                                            hallmark events.
publication focusing on the city’s
                                                                                      stronger and further.                   • myer santaland
strengths and personalities. the         each chapter begins with a main                                                                                              throughout the year, the City
aim of the publication was to            precinct feature, profiles an interview      communicating melbourne’s               • David Jones magic Cave                of melbourne, together with
develop a mouthpiece for the city        with a key city personality, reveals         message                                                                         Victorian government agencies,
                                                                                                                              • atrium at Crown
that had a very distinct attitude        a secret within the area, and then           the City of melbourne has                                                       communicates the message about
and tone which would appeal              profiles up to 16 individual listings of     supported the retail sector through     • Jasper Junior                         the hallmark events in the city that
to a younger, urban city market.         inner city businesses and/or events          its partnership with the seven                                                  are geared to attracting retail-
                                                                                                                            • ‘absolutely melbourne’ summer in
since this time, the City Guide has      within that area. For example, Winter        network during the 2008−09                                                      specific visitors.
                                                                                                                              the City television special, which
evolved to become Hot Spots—a            Hot Spots 09 profiles new retail             period, with the following:                                                     there are also other promotions
                                                                                                                              included a segment on the l’oréal
dedicated publication targeting          businesses, fashion designers and                                                                                            that are part of a broader
                                                                                    • ‘absolutely melbourne’ spring           melbourne Fashion Festival (lmFF).
young inner-city locals distributed at   retail people and personalities such                                                                                         plan to bring people into the
                                                                                      television special including:           all of these television specials also
city bars, cafés, cinemas, retailers,    as thread Den and max olijnyk of                                                                                             city to ‘discover’ all manner of
universities, as well as backpacker                                                   • a segment on Fashion in the           featured segments on different
                                         note to self jeans.                                                                                                          opportunities.
and visitor information centres                                                         City featuring green with envy,       restaurants and bars in the city.
within melbourne. the aim of the         the five chapters are                                                                                                        marketing campaigns range from
                                                                                        marais, Call me madam,                in addition to this television
guide is to provide hip visitors with    complemented by a new section                                                                                                national broadcasts—particularly
                                                                                        Dizingof, arthur galan                programming, the City of
an ‘insiders’ guide’ to the secrets of   entitled ‘Profiles’, which introduces                                                                                        with partner Channel 7—to national
                                                                                      • a segment on spas in town             melbourne supported retail with
the city.                                seven melburnians who live, work                                                                                             and local print media, radio,
                                                                                        featuring retreat on spring,          paid buys for:
                                         and breathe the city. the purpose                                                                                            magazine and online, as well as
in 2009, Winter Hot Spots took           is to showcase some of the people              Park Club Health and Day spa,       • a spring in the City television         brochures, city street banners and
a new turn, re-launching the             behind melbourne, and their                    orchid Day spa, Chuan spa             advertisement that ran for three        other media and Pr campaigns, all
successful publication after a 12        creative work.                                                                       weeks in august/september 2008          of which are designed to support
month hiatus. the publication                                                                                                                                         and promote each event.
divides its content into six distinct                                                                                       • Christmas television advertisements,
sections—using the districts model                                                                                            running for eight weeks in
as a guide, the city is broken into                                                                                           november and December 2008.
five segments: central (CbD);

76   year tHree rePort CarD 2008:2009                                                                                                                                                retail marketing     77
l’oréal melbourne fashion               returnS for melbourne                      the festival provided a multi-           allowing for flow-on impacts of        Specific city of melbourne events          and brochures. this was all backed
festival (lmff)                                                                    tiered marketing and promotional         expenditures is estimated at $88.1m    in addition to the sponsored               up with online campaigns via the
                                        lmff puts in for the economy
the l’oréal melbourne Fashion                                                      framework for the fashion and            (economic impact assessment            events, City of melbourne delivers         that’s melbourne website and the
Festival (lmFF) is one of the most      the l’oréal melbourne Fashion              associated industries with the           for l’oréal melbourne Fashion                                                     enewsletter, as well as city banners,
                                                                                                                                                                   melbourne spring Fashion Week
important yearly events for the         Festival (lmFF) is one of Victoria’s       multiplicity of venues, events,          Festival 2009 by urs). the l’oréal                                                including a dedicated msFW
                                                                                                                                                                   (msFW), the melbourne awards,
australian fashion industry and         great treasures. it adds beauty and        campaigns and community projects         melbourne Fashion Festival could                                                  banner program around the CbD
                                                                                                                                                                   new years eve in the City, summer
brings together retailers, designers,   richness to our history, our culture       across its diverse platforms including   not have become the success it has                                                and Docklands.
                                                                                                                                                                   Fun in the City, moomba Waterfest
manufacturers and other fashion         and our community.                         runway shows, the student showcase       without the support of the Victorian   and ignite at Docklands. all these         the Melbourne Awards recognise
industry participants. in 2009,         Passion and commitment best                ‘metamorphosis’, the Cultural            government. since formation of         events bring people into the city          outstanding achievement in
the festival attracted record           embody the essence of this                 Program, sponsor events and retail       the festival in 1997, the Victorian    where they are exposed to the              community development and
attendances and is estimated            wonderful festival. Passion motivates      workshops. lmFF business events,         government has supported and           diversity of retail offerings available.   business excellence, enabling the
to have generated substantial           all those involved in making the           which focus on the development of        assisted wherever possible.
                                                                                                                                                                   Melbourne Spring Fashion Week              city to recognise the individuals,
visitor expenditure in the City of      l’oréal melbourne Fashion Festival         the fashion and retail industry, were
                                                                                                                            We look forward to an even             (MSFW) provides an accessible              community organisations and
melbourne over the eight-day            a reality. Whether it is identifying,      filled with sell out crowds. Compared
                                                                                                                            brighter star in 2010; the             platform for some of australia’s           corporations that make a
festival period.                        fostering and promoting australia’s        to last year, attendance at lmFF
                                                                                                                            anticipation, the energy and the       most exciting fashion talents              significant, but often unsung,
                                        great designers, celebrating the           Cultural Program increased by over
                                                                                                                            enthusiasm that is the l’oréal         and brands to showcase their               contribution to the quality of
                                        fashion sense of our consumers             30 per cent.
                                                                                                                            melbourne Fashion Festival.            collections to the media, key              our community. recognising
                                        or exploring the amazing offerings         the unique retail and consumer                                                                                             these achievements inspires and
                                                                                                                            Laura Anderson, Chairman,              retailers and public. in turn, the
                                        of our innovative retailers, the           value proposition offered by lmFF                                                                                          challenges others to make their
                                                                                                                            L’Oréal Melbourne Fashion Festival     event provides consumers with an
                                        festival showcases all that is great       is heralded internationally as a                                                                                           own contribution towards creating
                                                                                                                                                                   array of affordable opportunities
                                        in our spectacular city. exploring         leader in its field. the 2009 festival                                                                                     a better future for melbourne. the
                                                                                                                                                                   and experiences, with more than
                                        the amazing treasure troves                is estimated to have contributed                                                                                           year-round program culminates
                                                                                                                                                                   100 fashion and fashion-related
                                        of melbourne’s laneways is an              a direct benefit to the Victorian                                                                                          in the announcement of the
                                                                                                                                                                   events on the official program.
                                        inspiration to visitors looking for that   economy of $54.8 million, after                                                                                            award recipients at a prestigious
                                        unique shopping experience.                allowing for the indirect or flow-on                                            specifically, the 2008 marketing           gala awards Ceremony on
                                                                                   impacts the benefit is estimated at                                             campaign consisted of radio spots;         melbourne Day—30 august. the
                                        in 2009, over 371,000 people
                                                                                   $67.2 million. the direct impact on                                             mitch’s melbourne tV commercials;          evening is hosted by Channel 7
                                        participated in the l’oréal melbourne
                                                                                   the australian economy is estimated                                             The Age, marie claire and Fashion          celebrities. the audience includes
                                        Fashion Festival events and activities
                                                                                   at $69.9 million. the total impact                                              Trend advertorials; as well as widely      sponsors and their ViP clients,
                                        where over 300 fashion brands
                                                                                   on the australian economy after                                                 distributed event program guides           senior business leaders, City
                                        and designers were presented.

78   year tHree rePort CarD 2008:2009                                                                                                                                                                                        retail marketing   79
of melbourne representatives,           New Year’s Eve in the City (NYE)      Moomba Waterfest is australia’s           objective: Position the city as     objective: continually seek
entrants and past winners.              is melbourne’s largest free single-   largest free community festival           the capital retail experience       out new and innovative ways
                                        day public celebration. nye 2008      and remains one of melbourne’s            within australia.                   to provide the latest retail
Summer Fun in the City is an                                                                                                                                information to consumers.
                                        attracted the largest attendance      favourite annual celebrations.            For a description of some of the
annual six to eight week outdoor
                                        in history. an estimated 450,000      the event has been held over              initiatives that have taken place   the City of melbourne is currently
event featuring a program of
                                        people visited melbourne’s CbD        the labour Day long weekend in            over the last 12 months, see        looking at a variety of advanced
free events, entertainment and
                                        to enjoy the festivities. From 4pm    march for more than 50 years.             page 114.                           technologies to broadcast
interactive activities across
                                        on 31 December thousands rolled       today the event attracts more                                                 information to people in a
melbourne’s famous parks,
                                        into the city to find a spot from     than 900,000 local, state, national                                           number of ways, particularly via
gardens, city spaces and
                                        which to watch melbourne’s sky        and international visitors to the                                             mobile phone.
waterfront. Held in January and
                                        light-up in the biggest fireworks     city during the four-day period.
February, summer Fun in the
                                        displays of the year. Crowds          moomba Waterfest blankets
City provides more than 12
                                        enjoyed a range of free family fun,   melbourne’s city parks and the
different events with more than
                                        from live bands and main stage        yarra river with an array of activities
200 sessions programmed across
                                        amusements, to carnival rides and     for all the family. located within
a number of prime event sites
                                        live entertainment, until 2am on      birrarung marr, alexandra gardens
throughout the City of melbourne.
                                        1 January—all taking place across     and along the yarra, moomba
attendance figures throughout
                                        the banks of melbourne’s yarra        provides a variety of activities.
the entire event are estimated
                                        river through alexandra gardens
at more than 60,000. the City
                                        and birrarung marr, southgate,
of melbourne delivers this event
                                        Federation square and at
in conjunction with a range of
                                        Waterfront City, Docklands.
contracted partners, both in
operations and programming.

80   year tHree rePort CarD 2008:2009                                                                                                                                                            retail marketing   81

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