Papermill were tasked to devise a strategic PR and events activation calendar for the City of Melbourne to engage local workers with the surrounding local businesses over the winter period.
After successfully winning a competitive tender, Papermill responded with a campaign designed to ‘ignite’ Docklands. Papermill fashioned a series of events that aimed to keep workers in the precinct after hours.
The ‘Winter Glow Festival’ ran across a three-month activation period and engaged local retailers, businesses and brands.
The activities included a free Glow Talks speaker series hosted at Library at The Dock, intimate workshops held within local businesses to highlight the various service offerings, Glow Progressive Dinners for a taste of Docklands and 3D artwork commissioned around Docklands to increase awareness.
A key strategic element of Glow Festival was the use of the Glow Talks to collaborate with well-known Melbourne identities to extend our reach beyond the local businesses to draw a large, diverse crowd.
Among the speakers engaged, Papermill secured Father Bob to lead one of the talks, stylist Lana Wilkinson, The Age Fashion Editor, Melissa Singer and Viktoria and Woods founder, Margie Woods to curate a ‘future of fashion’ panel. These events proved among the most popular of the campaign and reached ‘sell out’ status the fastest.
Within the campaign, Papermill hosted 14 events over the course of winter. During these colder months, the campaign successfully stemmed the drop in foot traffic in the area with all businesses reporting an uptake in winter trade and 80% of all available tickets sold across the 14 events. The City of Melbourne also achieved substantial social coverage through the panel presenters cumulative social following of over 80K followers.
Following the campaign, local businesses praised the initiative for providing more opportunities to create relationships with the attendees. Papermill also assisted City of Melbourne in facilitating lasting relationships with these businesses and strengthened its relationship with the community. City of Melbourne has sine confirmed this campaign will become a permanent fixture on their marketing calendar.