The Opportunity
Australia’s leading bookseller Dymocks created South Australia’s largest bookstore in 2022 with a $1.5 million refurbishment of the iconic Regent Theatre in Rundle Mall. The store had previously operated on Rundle Mall for 30 years, moving to a considerably smaller, temporary space when the store franchisee retired in early 2021.
Dymocks partnered with communikate et al to build excitement and widespread awareness of the flagship store’s grand opening, highlighting its restoration of a South Australian icon and positioning it as the bookstore of choice for South Australians.
Our Approach
communikate et al designed a far-reaching launch program that sought to:
- Build intrigue and pent-up demand in the lead up to the store’s grand opening
- Ensure a queue of customers outside the store on opening day
- Celebrate the building’s iconic history and unique architecture
- Position the store as a must-visit destination for all city visitors and shoppers, not just booklovers
- Reinforce the increased demand for physical books and bookstores spurred by the COVID-19 pandemic
- Create a foundation for ongoing activity beyond the store’s opening
Our tactics included publicity, influencer marketing, engagement with local and state government dignitaries, speech writing and extending the store onto Rundle Mall with an installation in the lead up to and following the grand opening to highlight its new location.
The Outcome
Our PR program delivered the following outcomes:
- More than 210 stories across national and state print, online, radio and TV media outlets with a PR value of approximately $1.4 million
- Reaching the Instagram and Facebook newsfeeds of 800,000 South Australians by partnering with 15 influencers to promote the Dymocks store’s location and grand opening
- An estimated 300+ shoppers queued outside the store from 5am on opening day, with the day’s trading far exceeding expectations
- Participation and endorsement from South Australian Premier Peter Malinauskas and Adelaide Lord Mayor Sandy Verschoor who officially opened the store alongside Dymocks chairman John Forsyth
- Partnering with Rundle Mall to deliver an on-Mall installation featuring two novelty-sized Dymocks-branded books – seen by hundreds of thousands of Rundle Mall shoppers and visitors.
Since opening, the Dymocks Adelaide flagship’s sales continue to be strong, trading as one of the company’s best performing stores nationally.
