Acland Street Upgrade

City of Port Phillip

PLACE MARKETING CAMPAIGN

Frontier were commissioned on behalf of the Port Phillip Council to create and execute a 'Place Marketing Campaign’
for the redevelopment of Acland Street. The purpose of the campaign was to communicate the redevelopment
and construction periods while encouraging local residents and tourists to continue visiting the area throughout construction
– ultimately to prevent a drop in trading for the businesses.

Frontier developed the campaign and executed it via direct mail, large format outdoor, tram posters, metrolites, street decals, shop window posters and large format hoardings throughout Acland Street and St Kilda. The execution of the campaign included bold, bright colours with quirky images and a witty play on words. This reflected the heart and soul of Acland St while celebrating its history and building positivity for its future.

Following the success of our place marketing campaign, Frontier were asked to develop and direct a TVC promoting the city of St Kilda and it’s newly upgraded Acland Street Precinct. A visit to St Kilda comes with the certainty that there’ll always be something to see and do there. The concept titled, ‘A Million Brilliant Reasons’ strengthens the existing St Kilda brand identity by highlighting local attractions including their new drawcard, the Acland St Precinct. The TVC will air early December 2016 and be supported by online and local area marketing.