The Brief And Our Approach
The Camberwell Centre Association represents more than 400 retail traders along Burke Road and Camberwell Junction, including many restaurants, cafes, markets and specialty food providers.
To help promote the shopping precinct’s vast food and dining offer during the winter months, the Association hosts a month-long food celebration called Dine In Dine Out. The event begins with a Food and Wine Festival held on the first Saturday of August.
Dine In Dine Out continues to be been a huge success, with Camberwell traders running cooking demonstrations, sharing food and promoting their precinct through marquees and other sites across the precinct.
The event is 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, entertained a constant stream of visitors to the Camberwell precinct into the night.
Working closely with Kerry Daly and the committee, Assemblo developed the Dine In Dine Out brand and strategy. Since 2013, the annual event has been 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 are encouraged to experience the rich food and dining experiences available from Camberwell traders. This activity is promoted over social media, the website, advertising and traditional media, driving customers to retailer’s stores, and growing the Camberwell databases while encouraging interaction with the local community.
The event features the creation of a custom 24-page event newspaper featuring unique articles, trader advertising and key event details which is designed, printed and distributed by Assemblo to over 30,000 local households. The Dine In Dine Out website showcases the amazing offering on from traders and, during the event, features interactive maps and guides to help customers navigate the day.
A large digital and social media advertising campaign runs in the lead up to the event, supporting press advertising across local newspapers and radio. The event is also promoted across existing channels including the Camberwell websites, social media and email database.
The event draws record crowds to the precinct over the Dine In Dine Out weekend, providing traders a great opportunity to showcase their businesses. The marquee and pop-up parks are constantly busy, with a steady stream of people watching demonstrations, sampling the food and drink on offer and enjoying the entertainment.