The Camberwell Centre Association represents more than 700 retail and professional service providers in the Camberwell Junction shopping precinct, located in Melbourne’s affluent eastern suburbs. Assemblo has worked with the Camberwell Centre Association since 2010, developing a strong brand that has continued to evolve with the demands of a dramatically evolving area.
From developing a multifaceted brand strategy to executing innovative events, marketing campaigns and an extremely strong online presence and database, Assemblo works to elevate and define Camberwell Junction as one of Australia’s leading open-air shopping precincts.
“Assemblo have gone above and beyond to provide a complete marketing solution to bring together our digital and traditional campaigns to ensure a consistent message.”
Events & activations | Business strategy | Content marketing & PR | Website design & development | Digital marketing | Branding & identity | Traditional & Print advertising | Visual content production
Cooking up a dynamic event for food and dining
To promote the shopping precinct’s vast food and dining offer during the winter months, the Camberwell Centre Association enlisted Assemblo to plan, coordinate, run and promote a month-long food celebration called Dine In Dine Out.
Running from 2013 until 2018, the annual event was a huge success with Camberwell traders running cooking demonstrations, sharing food and promoting the precinct through marquees.
The event began with a daytime food and wine festival held on the first Saturday of August and was supported by on-street activations, with entertainers and promoters directing foot traffic from the streets to the marquee and pop-up parks.
In the evening, the event site transformed into an ‘After Dark Jazz Lounge’. Live music, food and drinks attracted a constant stream of visitors into the Camberwell precinct and entertained them into the night.
Working closely with precinct manager Kerry Daly and the committee, Assemblo developed the Dine In Dine Out brand and strategy. The annual event was coordinated and managed by the Assemblo team. We’ve worked with a range of suppliers, promoters and entertainers, as well as local traders to put together the event.
For the remainder of August, visitors were encouraged to experience the rich food and dining experiences available in the Camberwell precinct. This activity was promoted on social media, the website, in advertising and traditional media, driving customers to retailer’s stores, growing the Camberwell databases and encouraging interaction with the local community.
The event included the creation of a custom 24-page official event newspaper featuring unique articles, trader advertising and key event details.
The event newspaper was designed, printed and distributed by Assemblo to more than 30,000 local households. The Dine In Dine Out website showcased the amazing offering from traders and, during the event, featured interactive maps and guides to help customers navigate the day.
A large digital and social media advertising campaign ran in the lead up to the event, supporting press advertising across local newspapers and radio. The event was also promoted across existing channels including the Camberwell websites, social media and email database.
The event drew record crowds to the precinct over the Dine In Dine Out weekend, providing traders with a great opportunity to showcase their businesses. The marquee and pop-up parks were constantly busy, with a steady stream of people watching demonstrations, sampling the food and drink on offer, and enjoying the entertainment.
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