Develop an integrated, multi-channel campaign aimed at driving community engagement, foot traffic and revenue, while simultaneously strengthening the Tramsheds brand and positioning within the local community. Our remit was to work collaboratively with the 19 vendors in the precinct to amplify and elevate their strategies, and to celebrate Christmas in a meaningful and commercially beneficial way.
Launching in August 2016, Mirvac’s Tramsheds was designed to be the central hub of a community blessed with great food and good living. Tramsheds is about connecting people to leading food operators, offering a centralised venue for dining, education and sustainability – a melting pot of people and produce. What better time to visit than at Christmas?
Example delivered a campaign – ‘Cheers to the Hosts’ – with the dual purpose of celebrating Tramsheds through the vehicle of its individual vendors and celebrating those unsung heroes of each and every family: the hosts! Leveraging emotional connections between consumers and their loved ones at Christmastime, we positioned Tramsheds as the heartbeat of a community brought together by the unified brand and sumptuous product offerings of the 19 vendors across all platforms; web, eDM, social, PR as well as events and activations. Our concept invited consumers to acknowledge, appreciate, cherish and spoil those who make their Christmas amazing: Mum, Dad, Grandma, best friend etc.
Example produced a suite of content (videos, photography, GIFs etc.), highlighting both individual vendor stories and emotive Christmas anecdotes, as well overarching content driving the ‘Cheers to the Hosts’ concept and celebrating the centralised diversity that Tramsheds has to offer. We simultaneously targeted the hosts themselves, producing recipe content, tips and style guides to make their job as a host easier and more enjoyable.
Campaign events (venue collaborations in the form of Aperitivo Hours, Christmas markets, competition draws etc.) drove footfall and strengthened bonds between vendors, paving the way for future integrated activity within the precinct. A socially-led UGC campaign invited consumers to join Tramsheds in celebrating the hosts of the festive season by nominating those loved ones who made their Christmas special.
Following the success of ‘Cheers to the Hosts’, Example is currently developing an ongoing multi-channel strategy to see Tramsheds further integrated into the DNA of the local community.