The Opportunity
With food, fashion, health and beauty across three levels, Rundle Place is a premium retail centre in the heart of Adelaide’s CBD and the Rundle Mall Precinct.
Appointed by Rundle Place as its agency partner in late 2020, communikate et al’s retail sector expertise was sought to position the centre in the hearts and minds of customers and retailers as the destination for highly desirable, premium brands, and to promote the centre as offering a shopping experience like no other in the city.
Our Approach
Following a kick-off workshop with the client, a PR framework was prepared outlining how we would support Rundle Place to reach its target audience and cement its reputation as the city’s must-visit premium retail centre.
To date, our approach has included:
- Facilitating a partnership with internationally acclaimed couture house Paolo Sebastian, which saw gowns personally selected by founder Paul Vasileff displayed in centre as a key activation
- An integrated campaign bringing together publicity, paid partnerships with industry media publishers, and content creation to help launch Rundle Place’s Level 1 project
- Publicity and influencer engagement to support new tenants and retail calendar milestones such as Black Friday and Boxing Day sales
- Leveraging in-centre events and activations to secure media and online promotion
The Outcome
Rundle Place’s reputation continues to go from strength to strength and has firmly embedded itself as a must-shop destination for premium brands.
Outcomes of our approach for campaigns and projects to date include:
- An intimate VIP launch event was held for Paolo Sebastian’s The Retrospective Collection at Rundle Place, which generated significant social media content from attending guests and social media influencers. Meanwhile, more than $40,000 of PR value was generated through media outreach.
- More than half a million dollars of national media coverage was secured to announce Rundle Place’s plans to develop a city-first entertainment and dining precinct on Level 1, with 91 media articles across print, online, radio and TV reaching 20 million people.
- More than 30 pieces of social media content shared by five locally based social media influencers to mark the opening of Nude Lucy’s first South Australian retail store.
- $25k+ of PR value to promote and help drive foot traffic to ‘Michelangelo’s Sistine Chapel: The Exhibition’ in-centre
