LendleaseSydney Place Brand StrategyCreative & Campaign IdeaComms StrategyContent & ConnectionsProduction
Sydney Place, a new precinct needed to launch to the public as part of a revitalised Circular Quay area. However, to Sydney siders, the Quay has long stand preconceptions as a tourist trap with poor meal and entertainment options. We needed to leverage the latest in cult favourite food, beverage and retail to appeal to people's curious side and show them a side of the Quay they haven’t seen before. ‘Circular Quay But Not As You Know It’ positions Sydney Place as an unexpected twist on food, art and culture.
We developed a two phase campaign, used advertising to highlight the premium food and beverage credentials of the precinct.
We developed a PR, editorial and content strategy to get Sydney Place into culture and to drive interest and intrigue around the unexpected retailer, food and beverage line up.
To officially launch Sydney place, a major event was held as part of Sydney Fringe Festival. The event was an unexpected twist on the traditional block party to further cement the precincts positioning.
