MELBOURNE CENTRAL‘Art of Christmas’

MISSION: To develop a strategic communications strategy for the launch of Melbourne Central’s ‘Art of Christmas’ campaign.

Melbourne Central’s ‘Art of Christmas’ initiative was introduced in 2013 as an opportunity for the shopping centre, allowing businesses to grow and meet corporate objectives during the busy Christmas period.

With major department stores in the Melbourne CBD competing for the lowest prices and best deals for Christmas shopping, the “Art of Christmas” campaign allows Melbourne Central to gain a creative competitive edge in the market.

Not only do we want to attract both new and existing customers to the centre, we want to create a positive Christmas shopping experience that is creative and enjoyable for people. The people I talk about for this campaign are urban and cool, with a love for social media.

Executive summary

Data from the Melbourne Central Business District & Remainder Small Area Demographic Profile 2013 shows us that there are a greater number of young people aged 12 to 25 years in the CBD (just under half) than any other Melbourne areas, and that one quarter of all CBD residents are undertaking higher education.

Conducting a social media contest is an ingenious way to draw visitors to your accounts on Facebook and Instagram. One company that seems to have hit the mark with its own contest is the clothing retailer Topshop.

The #DearTopshop pinterest campaign, in which users can win various prizes by pinning Topshop items to their boards, brands can secure not only hefty amounts of traffic to their social sites, but also garner loyal followers and even customers. With Melbourne Central’s Instagram account not hitting the mark just quite yet, this could be big win and propel themselves past The Emporium, Chadstone and Highpoint.

Executive summary continued

what we know • social media

One quarter

of all CBD residents

are undertaking higher education

.

There are a greater

number of young people

aged 12 to 25 years in the CBD

89% of CBD

workers reside

outside of the CBD

but within Greater

Melbourne.

These statistics mean that our campaign will be tailored to a younger demographic, most likely tertiary students or young workers in the CBD.

To achieve this, we will emulate a strong presence on social media.

62k

8.5k

4.3k

#MC4XMAS

STATS

social media presence

Melbourne Central currently has a significant social media presence across all platforms. However, with this social media campaign we would like to increase the flow across all social networks by increasing user generated content and gaining more followers.

#MC4XMASThe strategic campaign will be called #MC4XMAS, the use of a hashtag should resonate Instagram. And Facebook Melbourne Central will hold a #MC4XMAS fashion festival and a rooftop party to welcome the season of Christmas shopping.

For twelve hours on Saturday the 28th of

November, Melbourne Central’s Instagram

account @melbournecentral will become a point of focus

for giveaways where people post a photo of themselves shopping, follow the mc account and use the hashtag

#MC4XMAS on the day of the festival.

Each winner will be announced on the hour and will be advised to come collect their prize in the centre. The idea will resonate with the ‘12 days of Christmas’ song. On the first hour only one prize will be given away, on the second hour two prizes, on the third hour three prizes, and so on so forth.

MCxMCJess Dempsey from What Would Karl

Do

Jess Dempsey is the brains behind What Would Karl Do. A fashion and lifestyle blog that has not only garnered attention within Melbourne but also around the world. With a following of almost 20,000 people on Instagram, Jess fits the aesthetic of Melbourne Central that is urban and cool. Jess knows how to get people interested in everything she does, that is why so many people look for her advice on the next fashion trend, where to eat out in Melbourne and travel. If we want more people to go to Melbourne Central, Jess is the person to do that.

With Jess as the face of the Christmas Campaign we would see her launch their #MC4XMAS social media campaign. Along with being the face of the campaign, she would run styling sessions in the centre on the day of the festival and be holding styling sessions across the centre.

On Saturday the 28th November the #MC4XMAS festival will take place over 12 hours (10am-10pm) .

The aim of this campaign is to put the fun and art back into Christmas shopping for everyone and remind people that Christmas is a time of giving and happiness.

To accompany the campaign, an event will take place at the MC Rooftop where Mimi Elashiry, a prominent figure on social media and the MTV Fashion correspondent will be the MCxMC for the party. The target market for this event is university students where if you show your university id, you receive free entry.

The rooftop party will be from 6-10pm and showcase some of Australia’s best musical talent and some of Melbourne’s finest food.

Note: Entry to the event for non university students is a gold coin donation with proceeds going towards the Mirabel Foundation.

#MC4XMAS rooftop partyPerformer Chet Faker is an incredible Australian artist who took out Triple J’s Hottest 100 this year, he was born and raised in Melbourne. To accompany him, Sticky Fingers are a great band from Sydney who recently played at Falls Festival and are lining up to play at Groovin’ The Moo.

#MC4XMAS ROOFTOP PARTYC

Catering Cupcake Central x N2 Gelato cupcakes and ice-cream inspired by Christmas. The two have previously worked together on a Melbourne Central campaign. Mamasita and Tonka are two great CBD restaurants who have spun an urban and cool take on Mexican and Indian food.

#MC4XMAS rooftop party #MC4XMAS ROOFTOP PARTYC

One day shopping festival- Saturday the 28th of November

The aim for this shopping event, is to attract not only university students and young people with varying interests but also the men and children who sometimes get dragged along to shop.. To do this, we will have three zones that shoppers can enjoy when they want a break from shopping. All stores on this day will have exclusive offers and sales.

Christmas Concierge’s

How Two LiveFashion bloggers111k insta followers

Mimi ElashiryMTV Fashion/Model/Blogger664k insta followers

Caroline KhooNectar & Stone Creative Cakery 165k insta followers

Fun

Food

Fashion

The Little Library will collaborate with Swedish stationary designer Kikki. K, to install a gift-wrapping station along with a decoration station for your Christmas tree. The station will be urban and cool, to tie in with the aura of Melbourne Central and there will be take-home gift bags which include cute stickers, pens and gift tags to help you prepare for Christmas. To participate, a gold coin donation is required, proceeds going to the Mirabel Foundation, our chosen charity.

The Little Library is a community initiative where people are encouraged to share the written word, to come and share in the joys that books can bring. It is where consumers and commuters can swap and share their pre-loved books.

MC X KIKKI K

MC X I SCREAM NAILS

I scream Nails pop-up

bar @ Gorman

Gorman is a great brand to align itself with the #MC4XMAS campaign as it not only targets urban and cool shoppers, it is also one of Melbourne’s most iconic brands showcasing unique and quirky designs.

X Pop-up nail bar where you receive an express manicure with the design of your choice

X Take home nail polish and mani kit

X style tips from the HowTwoLive girlsAppointments can be made online

Gingerbread and Cookie station Caroline from Nectar and Stone Creative Cakery will be on hand as a guest. Caroline will run cooking sessions where kids can learn how to make creative and arty gingerbread and Christmas cookies to leave for Santa on Xmas Eve.

#MC4XMAS sports loungeFor the guys who do not enjoy shopping but like to eat and play videogames, then we have you covered in the #MC4XMAS living room. The lounge

will feature flat-screen TV’s with Xbox and PlayStation and include an array of games to keep you busy whilst your significant other shops.

Curtis Stone, a well-known celebrity chef developed a strategy that will ‘Feed your family for under $10’. Guests of the lounge can interact with Curtis and learn great tips from him that will make Christmas fun. Dane Swan is a Brownlow

medallist, premiership player and absolute superstar for Collingwood Football Club. Dane will make an appearance in the #MC4XMAS sports lounge to play some games and talk about his life and career.

To include Boxing Day sales in the ‘Art for Christmas’ campaign, shoppers take a photo of all their purchases at Melbourne Central, tag @melbournecentral, hashtag #MC4BOXINGDAY and upload the photo to Instagram. One lucky person will have their Boxing Day shopping receipt paid for.

On Boxing Day we will also bring back Many Happy Returns, where shoppers can bring their unwanted gifts they received on Christmas to the centre, which will then be given to the children from the Mirabel Foundation and those less fortunate.

Boxing Day

Centre specifics • We aim to… Increase consumer activity

with Melbourne Central and Melbourne Central Instagram, creating a closer relationship between customers and the Melbourne Central shopping centre. This will hopefully increase the amount of customers choosing to shop at Melbourne Central during the Christmas period.+

#MC4XMAS giftEach shopper will receive a ‘What Would Karl Do’ wish list post-it notes. These are a great idea to leave around the house for your family to see so they know what you want for Christmas.

The Mirabel Foundation was established in Victoria in 1998. It is the only organisation in Australia specifically addressing the needs of children who have been orphaned or abandoned due to parental drug use.10c from each sale on the 12th of December at the #MC4XMAS festival will go towards The Mirabel Foundation.

What Would Karl Do