CASE STUDY:
MLC Centre food court
ABOUT MLC CENTRE
The MLC Centre in Martin Place is a landmark complex in Sydney's CBD. The popular center includes a major commercial office tower, a luxury retail precinct, food court, restaurants, the Theatre Royal and a car park.
CHALLENGE
- To communicate the wide range of special offers available at the food court during Happy Hour in order to increase traffic in the late afternoons and early evenings.
- To promote the Happy Hour campaign in line with ongoing, existing MLC Centre marketing activities and branding.
STRATEGY
Trendhaus developed the concept for a "Happy Hour" promotional campaign. The campaign targeted MLC Centre tenants, external stakeholders as well as the adjoining Sydney CBD business community. Campaign elements included the development of POS, print ads and DM.
EXECUTION
- Trendhaus used the umbrella idea of "Happiness is..." to create an integrated campaign with three main themes of dinner, snack, and drinks. The campaign encouraged visitors to make purchases in the late afternoons and on their way home during "Happy Hour" time.
- Backlit posters in bright colors were designed and then positioned in high traffic areas in order to gain maximum exposure.
- Table talkers and individual retailer offers were also positioned within the food court to enforce the main poster messages. Food court guests would be reminded of the extended trading hours, subsequent specials and free live music on Thursday nights.
- Print advertisements were entered into various city and lifestyle magazines and a digital advertisement featured in numerous CBD tower lobbies.
- An e-campaign was implemented and sent to MLC Centre building tenants as well as newsletter subscribers.
RESULTS
- Increased awareness of Happy Hour special offers and Thursday late night opening hours.
- Increased visitor traffic in the food court, which led to the introduction of Jazz music on Thursday nights.
- Reinforcement of existing MLC Centre marketing activities and promotions.
- Flow on effect: Increased traffic to shopping precinct and surrounding areas.
