The work:
• Creative direction
• Campaign and promotion planning
• Print and digital campaign assets
• Communications and content
• Audience and industry engagement
• Precinct-wide signage and wayfinding
The difference:
The campaign positioned Abbotsford Convent as a key Melbourne Design Week hub, giving audiences a clear way to understand, navigate and explore the program across four precinct zones.
The result was a more coherent and visible public presence for the Convent during one of Melbourne’s major cultural moments, attracting approximately 30k visitors across the festival period and generating 167 media mentions, a cumulative audience reach of 4.16 million and an estimated advertising value equivalent of $1.9 million.
