QueensPlaza Food Court Relaunch

2013 / Concept + Art direction + Design

QueensPlaza Food Court Relaunch

2013 / Concept + Art direction + Design

QueensPlaza food court relaunch
My role
Concept + Art direction + Design

The team
QueensPlaza  /  Client
Junior  /  Agency
Jonathan Drapes  /  Creative director
Josie Burns  /  Copywriter
Simon Fleming  /  Photographer

Brief
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.

Challenges
There are around 6 or 7 food courts within the Queen Street Mall and numerous other restaurants, making competition extremely tough. 

Solution
We focused on the opening of the new high-profile restaurant New Shanghai, a.k.a. Chinese à la QP.

Approach
I combined QP’s white and blue style with classic Chinese dishes and treats — a 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.

Delivery
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 cookie coupons to New Shanghai.

Results
• 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)

Awards
• Finalist 2013 Brisbane Advertising & Design Awards 
• Sales Promotion of the Year, 2013 A&NZ Shopping Centre Marketing Awards

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