QueensPlaza food court relaunch
Concept + art direction + design
QueensPlaza / Client
Junior / Agency
Jonathan Drapes / Creative director
Josie Burns / Copywriter
Simon Fleming / Photographer
QueensPlaza food court sales had been in decline for 7 months as the area was largely under construction with new restaurants. Our job was to use the opening of the new stores to bring the weekday lunchtime crowd back.
There are around 6 or 7 food courts within the Queen Street Mall and numerous other restaurants, making competition extremely tough.
We focused on the opening of the new high-profile restaurant New Shanghai, a.k.a. Chinese à la QP.
I combined QP’s white and blue style with classic Chinese dishes and treats — fortune cookie, dumplings and noodles. We approached a ceramic artist to create the porcelain fortune cookie and I sourced or made the remaining items myself. The photography, styling and retouching were completed in-house by myself and art director/photographer Simon Fleming.
We reached our audience through owned media, commuter publication MX and social media. The biggest impact came from targeting morning commuters outside train stations with vouchers and fortune cookies coupons to New Shanghai.
• 50% of all food court retailers reported an increase in sales
• QueensPlaza food court sales increased by 23.8%
• The return on investment was 6:1 (target 2:1)
• Finalist 2013 Brisbane Advertising & Design Awards
• Sales Promotion of the Year, 2013 A&NZ Shopping Centre Marketing Awards