Project Overview
Landor has been working with City of Melbourne and its partners to deliver a unique and integrated brand and customer experience for Melbourne Spring Fashion Week (MSFW). MSFW supports Melbourne’s fashion and retail industry through a commitment to excellence in event programming and communications, to drive economic and social legacies.
The project encompasses campaign ideation and the design of collateral materials, including digital channels, and extends through to brand activation at Event spaces throughout the week of 28th August-4th September 2015.
The Event encompasses MSFW: Shop the City, showcasing Melbourne as the #1 fashion retail destination in Australia. In addition, MSFW: Designer provides an aspirational and indulgent fashion experience within the heritage overlay of Melbourne Town Hall. MSFW: Hub is the entertainment destination for both fashion and retail experiences delivered in a creative and interactive environment. MSFW: Industry provides tangible learning opportunities for Melbourne’s fashion industry and MSFW: Curated provides an opportunity for visitors to explore both fashion and retail events across the city.
Landor worked with a diverse range of partners and suppliers throughout the ideation and implementation phases to build on the ‘Uniquely Melbourne’ strategic proposition and on a campaign designed to reflect ‘Transformation’.
Project Commissioner
Project Creator
Team
Christopher Reay - Event Creative Director
Christine Kent - Client Director
Bianka Voigt - Design Director
Adam Zuchowski - Production Director
Christian Pandelides - Designer
Harry Jackson - Activation Manager
Model - Laura Wood
Milliner - Richard Nylon
Floral Design - CeciliaFox
Campaign Animation - Jumbla
Runway Product - Valentina & Associates
Event Production - Frank Wild
TVC - Tooth & Claw
Hub Styling - Dot Dot Dash
Project Brief
Landor and City of Melbourne developed a 3-year overarching strategy for Melbourne Spring Fashion Week in 2014. One of the key learnings from the 2014 Event was the desire to build on the collaboration and integration of all key stakeholders for the Event, with a goal to increase visitor numbers by 10% on the previous year.
The MSFW campaign must engage and connect with diverse target audiences, including the serious ‘Fashionista’, the Mainstreamer (with the understanding that 57% of visitors to the 2014 Event were ‘first time visitors’), Industry (from student designers, fashion institutes, retailers, influencers, stylists and designers) and local and global consumer audiences. In addition, the campaign needed to be compelling, impactful and of course, it must celebrate Spring.
The campaign must also support and deliver flawless synergies across programming, promotion, partnerships, communication, designer runways and the opening night retail event. Landor ensured that the 2015 campaign theme was flexible, whilst delivering a consistent, unique and aspirational customer experience across every touch point.
Project Innovation/Need
MSFW is unique in that it is a consumer facing fashion Event which:
- showcases Melbourne with events taking place in iconic Melbourne locations, including Melbourne Town Hall and City Square, in retail stores, laneways and retail precincts, encouraging consumers to explore the city;
- celebrates Melbourne’s status as ‘the fashion capital’ via a program of events featuring predominantly Melbourne-based designers and by fostering the city’s emerging design talent;
- nurtures relationships with Melbourne’s fashion industry, from designers, stylists, retailers, media, students, fashion institutes and industry influencers and providing a platform for the community to engage with one another and a program that provides exposure to a broad audience;
- establishes strong commercial, media and supplier partnerships;
- increases the profile of the City of Melbourne brand.
This year, Landor created a range of campaign collateral enabling the MSFW shopping enthusiast to immerse him or herself in every aspect of the Event. With our core demographic being 25-35 year olds, we needed to ensure seamless campaign integration from mobile/desktop/ social media platforms to the physical experience in all Event spaces. This holistic approach ensured consistency at all touchpoints ensuring ease of customer recognition as they moved from one Event space to another.
User Experience
To build collaboration and campaign integration, key aspects to this consumer journey were:
Awareness
Achieving city-wide awareness of MSFW required a bold and unified brand campaign across all channels. Integrating the campaign across signage, media and digital gave customers an impactful first glimpse of MSFW.
Research
Following initial campaign sightings, consumers seek out further information via the
website and social media, with news outlets and PR supporting.
Purchase
Anticipation building, the customer decides to attend an event and/or purchase a ticket.
At this stage the main drivers come from comms pieces, offers, partner promotions or
friends/family making the decision to attend.
The customer then seeks out further specifics about the night itself using the website, social accounts or the campaign themed electronic dot mailer (EDM).
Attendance
Finally, the event activations at Melbourne Town Hall, the Opening Night Runway and the Hub provide a further link between the digital/ambient/advertising by rewarding consumers with an aspirational experience on the ground.
Reflection
Following the individual events, masses of social sharing takes place. To wrap it all up, a campaign branded post-event EDM is shared with the community.
Sustainability
MSFW in its entirety encompasses a vast number of Melbourne-based specialists and partners who collaborate to create one of the year’s largest Events.
A key aim this year was to use local talent wherever possible. Landor consulted with Melbourne based trend and style influencers and the campaign shoot itself also drew on local hair and make-up artists, as well as utilising garments, shoes and accessories from Melbourne-based designers.
Wherever possible, specialists and suppliers who helped to create the Event experiences were Melbourne-based. This means all signage, the florists, the AV team, part of the digital animating team, the builders, the caterers and the Event production teams. The primary purpose of MSFW is to support the local fashion retail industry and deliver economic growth for the Melbourne CBD
Creating as many digital (as opposed to printed) consumer touch points as possible gave greater exposure to the campaign whilst reducing our footprint. In addition, printed collateral such as the MSFW Super Banners are all completely recycled and all accreditation and wristband printing was carbon offset by the supplier.
Tags
Event Experience
This award celebrates creative and innovative event design. Consideration given to originality, creativity, theming, audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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