ST IVES SHOPPING VILLAGE
Combining print and web to drive foot traffic to retail
To capitalise on its successful seasonal magazine Village Life (produced by Hardie Grant Media) St Ives Shopping Village looked to us to produce ongoing digital content to further inspire local shoppers to visit.
By leveraging existing Village Life branding and following the same key content pillars – Village Eats, Village Style and Village Living – we engaged readers at a local level, built on the community spirit and produced relevant, inspiring content to drive customers in-centre.
HOW WE DID IT
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THINK
With Village Life magazine already engaging readers through stunning fashion photography and on-trend articles, we needed to replicate that success online by producing a variety of content each month to regularly engage customers and promote each of the centre’s retail stores. We knew our advantage over mass retail advertising was in being hyper-local, so we focussed on community, convenience and inspiration.
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CREATE
In collaboration with St Ives, we built an annual content plan for the year, highlighting key calendar events such as Mothers’ Day and school holidays, as well as repurposing stories from each issue of the magazine. Site content includes classy fashion spreads, animation, themed feature articles and retailer profiles.
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EVALUATE
The strategy has been a huge success, seeing the website transform from static and content poor, to a cool, engaging content hub where visiting customer subscribe, devour compelling content and share stories.
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SPIRIT OF TASMANIADelivering a whopping ROI of 1458% with an integrated campaign involving search, social, email, and print.
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JETSTARFocussing a reimagined inflight magazine on representing the airline’s values of fun and smart travel.
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DAN MURPHY'SEmbracing the art of storytelling to be more customer-centric.
