QueensPlaza Food Court Relaunch

Role

Concept
Art direction
Design

Year

2013

Awards

A&NZ Shopping Centre Awards:
Sales Promotion of the Year

Credits

Client → Colonial First State
Agency → Junior
Creative director → Jonathan Drapes
Copywriter → Josie Burns
Photographer → Simon Fleming

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)