Bay St Port Melbourne
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Bay St Port Melbourne Bay St Port Melbourne Presentation Transcript

  • Bay streetport melbourne
    Marketing and re-branding for Bay Street, Port Melbourne
    2001 - 2003
  • Bay Street, Port MelbourneRe-Branding 2001
    The development and launch of a new brand for the retail precinct of Bay Street, Port Melbourne.
    The new brand was launched on 12 December 2001 with major campaign sponsors:
    Yarra Trams
    Telstra Shop
    City of Port Phillip
  • Bay Street, Port MelbourneRe-Branding 2001
    The new brand was based around the key design elements of:
    A stylished ‘B’ (leading into the name Bay Street)
    Three colour themes, green, blue and orange.
  • Bay Street, Port MelbourneRe-Branding 2001
    Supporting retail merchandise materials included:
    Retail window decals promoting the new website, which also included a full retailer directory
    Promotional balloons for festivals and events, with the new Bay Street branding
    … /contd.
  • Bay Street, Port Melbourne Re-Branding 2001
    Supporting Retail Merchandise Materials contd. ....
    Retail shopping bags
  • Bay Street, Port MelbourneRe-Branding 2001
    The branding was also featured on letterhead, business cards and ‘with compliments’ slips.
    This stationery was used by the Bay Street Committee of Management in all communications, publicity and business relationships.
  • Bay Street, Port MelbourneRe-Branding 2001
    Bay Street featured branded flags at each end of the street, and branded banners on all street poles along the retail strip.
    The banners were sponsored by Yarra Trams and Telstra Shop and featured images of actual retailers in the street.
  • Bay Street, Port MelbourneRe-Branding 2001
    The Bay Street re-branding campaign was proudly sponsored by the Port Phillip Leader newspaper.
    A major advertorial feature accompanied the launch of the new brand, plus extensive publicity leading up to and after the launch.
  • Bay Street, Port Melbourne Re-Branding 2001.
    Port Phillip Leader sponsorship – advertorial launch feature.
  • Bay Street, Port Melbourne Re-Branding 2001.Bay Street retail directory 2002/03 & 2004.
  • Bay Street, Port Melbourne Re-Branding 2001.portmelb.com website featured the Bay Street branding and the entire retail directory
  • Port Parlour ShortsOctober 2003
    Port Parlour Shorts was a collection of old film footage obtained from long-time residents of Port Melbourne and reflecting their memories and the immigrant history of Port Melbourne.
    The footage was compiled into a fascinating feature film and was screened over 3 nights on 10, 11 and 12th October at Gasworks
  • Port Parlour ShortsOctober 2003
    The purpose of the Port Parlour Shorts project was to foster a greater connection between the old and the new residents in Port Melbourne.
    Port Parlour Shorts was a reminder of Port Melbourne’s working class history and its significance as the gateway and settling place for many of Melbourne’s post-war European immigrants.
  • Port’s Parlours, Pubs & Pantries
    To complement the Port Parlour Shorts film screenings, the restaurants, bars and cafes of Port Melbourne hosted special food & wine promotions.
    The objective was to encourage film-goers to enjoy a meal out or a few drinks at one of Port Melbourne’s pubs before or after the screenings.
  • Port Parlour ShortsPort’s Parlours Pubs & Pantries
    Port Parlour Shorts and the complementary food & wine festival, Port’s Parlours, Pubs & Pantries, were jointly promoted on postcards, counter stands and street posters.
    Promotion included letterbox drops, posters and postcards throughout the retail precinct, advertising in local newspapers, promotion on the www.portmelb.com website and on the City of Port Phillip’s website and extensive publicity.
  • Bay Street Traders Association Quarterly Newsletter
  • Bay Street Traders Association Quarterly Newsletter