Championing the unsung family heroes of Christmas at Tramsheds

In 2016 property developer and retail management company Mirvac revived one of Sydney’s old tramshed buildings. Designed to be a food and lifestyle focussed hub for the inner-west community, Tramsheds opened successfully with much fanfare, but a year on was struggling to keep locals engaged.

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Brief.

Mirvac approached Example in 2017 to develop a brand and marketing strategy for the precinct, which was quickly followed with a brief to develop a community engagement and traffic driving focussed Christmas marketing campaign.

SOLUTION.

To engage both local residents and the provodores of Tramsheds (the individual business owners), Example developed a two-part campaign that rolled out across December 2017 and January 2018. Celebrating the unsung heroes of Christmas (and of each family), the ‘Cheers To The Hosts’ campaign cleverly united the community through emotive storytelling and profiling of everyday local people, positioning Tramsheds at the heart of it all. 

The campaign invited regular customers and locals alike to acknowledge, appreciate, cherish and spoil those in their lives that make their Christmas’s amazing, from mums, dads, grandparents, and friends - the ‘hosts’ of Christmas. At the same time, newfound or wannabe ‘hosts’ were inspired and encouraged with tips from those in the know, including recipes, style guides and ideas to make Christmas even better. 

In addition to sharing local stories, profiles and tips, and developing a suite of audiovisual and creative assets to promote the campaign, Example also worked with Mirvac to curate a series of Christmas-themed events. Housed within Tramsheds, the events included Aperitivo Hours to take the stress out of shopping and to encourage quick catch-ups during the busy period, and Christmas Markets to showcase festive foods and locally-made gifts. 

Hosted media events helped to put Tramsheds on the map again, and to re-engage local media, while a social media led UGC (user generated content) competition helped further strengthen the bond between the precinct and its community.

 

Tramsheds
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M+
AUDIENCE REACH
K+
CAMPAIGN ENGAGEMENTS
K+
ORGANIC SOCIAL MEDIA FOLLOWING INCREASE
+%
SOCIAL MEDIA ENGAGEMENTS INCREASE
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“These results are really strong. Retailer sentiment has definitely improved as a result of the campaign.”

- Bella Brant, Mirvac

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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