Central Park Mall – Palace Cinemas & Retailer Announcements

About This Project

The Brief:

Promote Palace Cinemas’ only Palace Platinum cinema in Australia and generate awareness and traffic to Central Park Mall. Provide support to it’s retailers as needed.

The Challenge:

The cinema complex was no longer new and some outlets had already covered Palace Cinemas. Retailers were working with smaller budgets and required more creativity.

The Solution / The Idea:

Housed preview screenings of anticipated releases in Palace Platinum takeovers with key entertainment, design and lifestyle media and influencers.

Instigated an ‘always on’ approach and a calendar of activations and events suitable for the demographic of downtown Sydney and relevant media publications. We hosted the first ever Dog Day Out on Chippendale Green working with local businesses and strategically engaging with Channel 9’s Shelly Horton to run a fancy dress dog show with her two rescue dogs. We also hosted a launch event around the Silent Disco Ice Rink with show performers and popular Sydney DJ Alice Q. We have worked with retailers Gami Chicken and Beer to announce their first Sydney store opening, Tonda Pizza to introduce it’s first Australian store opening and Timezone Australia to unveil their new store concept and layout at Central Park Mall.

The Results:

108 pieces of coverage across print, digital, radio and TV including a segment on Studio 10 with no charge to the client

8.1 million reach across social media (Instagram, Facebook and YouTube)

100+ local influencers and media visited Central Park Mall throughout the campaign period