Chapel Street Precinct Association
Reigniting the love for Chapel Street via a bold Out of Home campaign.
Results
The Context
Following a period of reduced foot traffic and perception challenges, the objective of the campaign was to drive mass awareness across Melbourne, reposition the precinct as a vibrant hub for food, fashion, and entertainment, and ultimately support local businesses through increased visitation. The campaign aimed to reconnect Melburnians and tourists with the unique personality of Chapel Street while showcasing its diverse offering across key verticals.
The Opportunity
Chapel Street is one of Melbourne’s most vibrant cultural destinations, but in a city saturated with lifestyle precincts, reclaiming relevance required more than just awareness. It demanded timing, scale, and cultural alignment. With over 1.6 million combined attendees, the Australian Open and Formula 1 Grand Prix provided the ideal opportunity to reach an engaged, experience-seeking audience reflective of Chapel Street’s core demographic.
The Solution
The strategy centred on connecting with audiences during two culturally rich, high-energy moments in Melbourne’s calendar: the Australian Open and Formula 1 Grand Prix.
This came to life through a strategic out of home advertising campaign built around a striking tram wrap through the CBD and inner suburbs, amplified by targeted bursts of street furniture placed to capture foot traffic from Flinders Street Station to Melbourne Park during the Australian Open, and along key commuter routes to Albert Park for the Grand Prix.
By aligning message, moment and location, the campaign celebrated Chapel Street’s unique identity in a way that felt timely and relevant with targeted placements ensuring sustained visibility across multiple high-traffic touchpoints throughout both events.
What the client said
