Development and delivery of a total project solution spanning construction, launch and stabilisation to effectively reposition a mixed-use asset and sustain retail trade performance across a six-year term.

A Marketing and Communications Strategy was developed to underpin the construction phase of the project. This encompassed commercial and retail leasing campaigns, stakeholder and media engagement and brand development to re-articulate the retail product and re-engage the Perth workforce.

A retail positioning platform was developed to Unearth the Underground - embracing the notion there was always something to discover at the Underground, Allendale Square. This informed all marketing and communications touch points to support the market launch including campaign development and a launch event which delivered increased awareness and record visitation and spend.

Evolved to underpin the annual retail marketing plans and operational budgets for the asset across stabilisation, the retail strategy focused on continuous engagement with target audience groups to create an ongoing sense of discovery to support category specific campaigns, events, activations, retail promotions, sales drivers and precinct awareness.

The total project approach for the asset involved the conceptualisation of six operational marketing plans, the end-to-end delivery of 42 integrated campaigns and the value management of millions of dollars in marketing investment.

Strategic marketing activity across the appointment term has resulted in significant Moving Annual Turnover and Traffic growth year-on-year, including the effective mitigation of sales decline across the COVID-19 trade period.