1. MELBOURNE CENTRAL
‘Art of Christmas’

2. MISSION:
To develop a strategic
communications
strategy for the launch of
Melbourne
Central’s ‘Art of Christmas’
campaign.

3. Melbourne Central’s ‘Art of
Christmas’ initiative was
introduced in 2013 as an
opportunity for the shopping
centre, allowing businesses to
grow and meet corporate
objectives during the busy
Christmas period.
With major department stores in
the Melbourne CBD competing
for the lowest prices and best
deals for Christmas shopping,
the “Art of Christmas” campaign
allows Melbourne Central to
gain a creative competitive edge
in the market.
Not only do we want to attract
both new and existing
customers to the centre, we want
to create a positive Christmas
shopping experience that is
creative and enjoyable for
people. The people I talk about
for this campaign are urban and
cool, with a love for social
media.
Executive summary

4. Data from the Melbourne Central Business District & Remainder
Small Area Demographic Profile 2013 shows us that there are a
greater number of young people aged 12 to 25 years in the CBD (just
under half) than any other Melbourne areas, and that one quarter of
all CBD residents are undertaking higher education.
Conducting a social media contest is an ingenious way to draw
visitors to your accounts on Facebook and Instagram. One company
that seems to have hit the mark with its own contest is the clothing
retailer Topshop.
The #DearTopshop pinterest campaign, in which users can win
various prizes by pinning Topshop items to their boards, brands can
secure not only hefty amounts of traffic to their social sites, but also
garner loyal followers and even customers. With Melbourne Central’s
Instagram account not hitting the mark just quite yet, this could be
big win and propel themselves past The Emporium, Chadstone and
Highpoint.
Executive summary continued

5. what we know
• social mediaOne quarter
of all CBD
residents are
undertaking
higher
education.
There are a
greater number
of young people
aged 12 to 25
years in the
CBD
89% of CBD
workers reside
outside of the
CBD but within
Greater
Melbourne.

6. These statistics mean that our
campaign will be tailored to a
younger demographic, most likely
tertiary students or young
workers in the CBD.
To achieve this, we will emulate a
strong presence on social media.

7. 62k
8.5k
4.3k
#MC4XMASSTATS
social media presence
Melbourne Central currently has a significant
social media presence across all platforms.
However, with this social media campaign we
would like to increase the flow across all social
networks by increasing user generated content
and gaining more followers.

9. #MC4XMASThe strategic campaign will be called #MC4XMAS, the use of a
hashtag should resonate Instagram. And Facebook Melbourne Central
will hold a #MC4XMAS fashion festival and a rooftop party to
welcome the season of Christmas shopping.
For twelve hours on Saturday
the 28th of November,
Melbourne Central’s
Instagram account
@melbournecentral will
become a point of focus for
giveaways where people post
a photo of themselves
shopping, follow the mc
account and use the hashtag
#MC4XMAS on the day of
the festival.
Each winner will be
announced on the hour and
will be advised to come collect
their prize in the centre. The
idea will resonate with the ‘12
days of Christmas’ song. On
the first hour only one prize
will be given away, on the
second hour two prizes, on the
third hour three prizes, and so
on so forth.

10. MCxMC
Jess Dempsey from What Would Karl Do

11. Jess Dempsey is the brains behind What Would Karl Do. A
fashion and lifestyle blog that has not only garnered attention
within Melbourne but also around the world. With a following
of almost 20,000 people on Instagram, Jess fits the aesthetic of
Melbourne Central that is urban and cool. Jess knows how to get
people interested in everything she does, that is why so many
people look for her advice on the next fashion trend, where to
eat out in Melbourne and travel. If we want more people to go to
Melbourne Central, Jess is the person to do that.
With Jess as the face of the Christmas Campaign we would see
her launch their #MC4XMAS social media campaign. Along
with being the face of the campaign, she would run styling
sessions in the centre on the day of the festival and be holding
styling sessions across the centre.

12. On Saturday the 28th November the #MC4XMAS festival will take place over 12
hours (10am-10pm) .
The aim of this campaign is to put the fun and art back into Christmas shopping
for everyone and remind people that Christmas is a time of giving and happiness.
To accompany the campaign, an event will take place at the MC Rooftop where
Mimi Elashiry, a prominent figure on social media and the MTV Fashion
correspondent will be the MCxMC for the party. The target market for this event
is university students where if you show your university id, you receive free entry.
The rooftop party will be from 6-10pm and showcase some of Australia’s best
musical talent and some of Melbourne’s finest food.
Note: Entry to the event for non university students is a
gold coin donation with proceeds going towards the

13. #MC4XMAS rooftop party
Performer Chet Faker is an incredible Australian
artist who took out Triple J’s Hottest 100 this year,
he was born and raised in Melbourne. To
accompany him, Sticky Fingers are a great band
from Sydney who recently played at Falls Festival
and are lining up to play at Groovin’ The Moo.
#MC4XMAS
ROOFTOP
PARTYC

14. Catering Cupcake Central x N2 Gelato cupcakes and ice-cream inspired by Christmas. The two have previously worked together
on a Melbourne Central campaign.
Mamasita and Tonka are two great CBD restaurants who have spun an urban and cool take on Mexican and Indian food.
#MC4XMAS rooftop party #MC4XMAS
ROOFTOP
PARTYC

15. One day shopping festival-
Saturday the 28th of
November
The aim for this shopping event, is
to attract not only university
students and young people with
varying interests but also the men
and children who sometimes get
dragged along to shop.. To do this,
we will have three zones that
shoppers can enjoy when they want
a break from shopping. All stores on
this day will have exclusive offers
and sales.

16. Christmas Concierge’s
How TwoLive
Fashion bloggers
111k insta followers
Mimi Elashiry
MTV Fashion/Model/Blogger
664k insta followers
Caroline Khoo
Nectar & Stone Creative Cakery
165k insta followers
Fun
Food
Fashion

17. The Little Library will collaborate with Swedish stationary designer Kikki. K,
to install a gift-wrapping station along with a decoration station for your
Christmas tree. The station will be urban and cool, to tie in with the aura of
Melbourne Central and there will be take-home gift bags which include cute
stickers, pens and gift tags to help you prepare for Christmas. To participate,
a gold coin donation is required, proceeds going to the Mirabel Foundation,
our chosen charity.
The Little Library is a community
initiative where people are
encouraged to share the written
word, to come and share in the joys
that books can bring. It is where
consumers and commuters can swap
and share their pre-loved books.
MC X
KIKKI K

18. MC X
I SCREAM
NAILS
I scream Nails pop-up bar @
Gorman
Gorman is a great brand to align itself with
the #MC4XMAS campaign as it not only
targets urban and cool shoppers, it is also one
of Melbourne’s most iconic brands showcasing
unique and quirky designs.
X Pop-up nail bar where you receive an express
manicure with the design of your choice
X Take home nail polish and mani kit
X style tips from the HowTwoLive girls
Appointments can be made online

19. Gingerbread and Cookie
stationCaroline from Nectar and Stone Creative Cakery will be on hand as a
guest. Caroline will run cooking sessions where kids can learn how to
make creative and arty gingerbread and Christmas cookies to leave
for Santa on Xmas Eve.

20. #MC4XMAS sports
loungeFor the guys who do not enjoy shopping but like to eat and play videogames,
then we have you covered in the #MC4XMAS living room.
The lounge will feature
flat-screen TV’s with Xbox
and PlayStation and
include an array of games
to keepyou busy whilst
your significant other
shops.
Curtis Stone, a well-known
celebrity chef developed a
strategy that will ‘Feed your
family for under $10’. Guests
of the lounge can interact
with Curtis and learn great
tips from him that will make
Christmas fun.
Dane Swan is a Brownlow
medallist, premiership player
and absolute superstar for
Collingwood Football Club.
Dane will make an appearance
in the #MC4XMAS sports
lounge to play some games and
talk about his life and career.

21. To include Boxing Day sales in the ‘Art for Christmas’
campaign, shoppers take a photo of all their purchases at
Melbourne Central, tag @melbournecentral, hashtag
#MC4BOXINGDAY and upload the photo to Instagram.
One lucky person will have their Boxing Day shopping
receipt paid for.
On Boxing Day we will also bring back Many Happy
Returns, where shoppers can bring their unwanted gifts
they received on Christmas to the centre, which will then
be given to the children from the Mirabel Foundation and
those less fortunate.
Boxing
Day

22. Centre specifics
• We aim to… Increase consumer activity with
Melbourne Central and Melbourne Central
Instagram, creating a closer relationship between
customers and the Melbourne Central shopping
centre. This will hopefully increase the amount of
customers choosing to shop at Melbourne Central
during the Christmas period.
+

23. #MC4XMAS gift
Each shopper will receive a ‘What Would Karl Do’ wish list
post-it notes. These are a great idea to leave around the house
for your family to see so they know what you want for
Christmas.

24. The Mirabel Foundation was established in Victoria in
1998. It is the only organisation in
Australia specifically addressing the needs of children
who have been orphaned or abandoned due to
parental drug use.
10c from each sale on the 12th of December at the
#MC4XMAS festival will go towards The Mirabel
Foundation.

25. What
Would
Karl Do