SHARING MELBOURNE’S MARKET PLACE.
Q’s long term association with Queen Victoria Market encompassed a diverse scope of works with a central theme – to bring greater engagement and visitation to this Melbourne icon.
As communications advisors we devised strategic PR plans to grow the profile of the ‘Vic Market’ amongst interstate and international visitors; along with supporting a program of new promotions and seasonal activations to increase local engagement by Melbourne patrons.
We helped generate record crowds to the Summer Night Market and launched the Winter Night Market season; formulated new initiatives to attract different audiences – a Winter Cinema series, a Food Truck Rally concept and the String Bean Alley’s artisan precinct plus Food and Shopping Tours, all promoted through locally focused PR, publicity, influencer outreach and social media activities. Coverage was secured on everything from Master Chef to inflight magazines. Our scope of work also included preparing Tourism Award Submissions (winning the Hall of Fame for Tourism Events); steering an external and internal communications program for the Market’s rebrand; creating a Meet the Maker blog series, Melbourne Food & Wine Festival event concepts and helping revitalise the Market’s digital strategy.