ACLAND STREET,

ST KILDA

Retail marketing for this iconic Melbourne retail precinct

June 2001- July 2004

Acland Strip 2001

A unique 8 page promotional

brochure highlighting the retail

strip's main attractions of

resturants/cafes, bars, fashion,

entertainment and of course,

Acland Street's unique cake

shops!

The Strip Tram - 2001

Melbourne's tram operators, Yarra

Trams, entered into a one year

sponsorship of Acland Street

Precinct, with the Route 96 tram

painted in orange 'Strip' colours and

slogans.

Launch of The Strip Tram

The launch of the sponsored 'Strip'

tram was a VIP tram ride along

Acland Street, attended by City of

Port Phillip councillors, Yarra Trams

management, Acland Street retail

traders and media.

The tram remained on the 96 route

(from Acland Street to the CBD) for

more than 18 months.

St Kilda Life

Art & Photography

Competition 2001

A competition was launched in June

2001 to attract entries from locals

and visitors with their art and

photographic interpretations of what

St Kilda meant to them.

Elements of the campaign included

an exhibition of the works, a charity

auction to raise funds for the Sacred

Heart Mission St Kilda and the

production of a calendar featuring the

top 12 entries.

St Kilda Life

Calendar 2002

The St Kilda Life Art & Photography

Competition resulted in a full-colour

uniquely St Kilda calendar for Jan-

Dec 2002.

The calendar featured the winning

entry on the cover and all 12 entry

finalists for each month of the year.

Media Campaign to

support St Kilda Life

Campaign 2001

Extensive publicity campaign

supported the St Kilda Life campaign

and resulted in several features in

Melbourne newspapers, including a

sponsorship of the campaign by the

Port Phillip Leader.

St Kilda Life Exhibition

The entries in the St Kilda Life

competition were exhibited in a

gallery space adjacent to Acland

Street, kindly donated by a local

trader.

These artworks were then auctioned

off at a special function with all

proceeds going to a local charity, the

Sacred Heart Mission.

Helping with a Hug

Sunday 21st October 2001

To complement the St Kilda Life

campaign, a parallel event was

staged to raise funds for the Anti-

Cancer Council and to unite the St

Kilda Community.

It was called Helping with a Hug

and for a gold coin donation, invited

the public to congregate in Acland

Street on Sunday 21st October 2001

(which was closed to traffic for the

event) for the World’s largest Group

Hug.

Helping with a Hug

Sunday 21st October 2001

The Helping with a Hug event

united more than 2,000 St Kilda

locals and visitors in the World’s

largest group hug and raised several

thousand dollars for the Anti-Cancer

Council.

The resulting image as below (the

crowd celebrating after the group

Hug!) featured on the inside front of

the 2002 St Kilda Life calendar.

Helping with a Hug

Sunday 21st October 2001

The unusual nature of the event and

the huge public participation attracted

enormous media interest and the

event was covered by radio,

television news and print.

The publicity generated was an

enormous boost for the retail precinct

both before and after the event.

St Kilda Life

Art & Photography

Competition 2002

The St Kilda Life Art & Photography

campaign was repeated in 2002,

resulting again in a full colour 2003

calendar featuring the winning

entries, an exhibition of the works

and a charity auction.

St Kilda Life

Calendar 2003

The St Kilda Life Art & Photography

Competition 2002 resulted in a

second full-colour uniquely St Kilda

calendar for Jan-Dec 2003.

The calendar featured the winning

entry on the cover and all 12 entry

finalists for each month of the year.

St Kilda Fashion Follies

St Kilda Festival 2000

The inaugural St Kilda Fashion

Follies was staged as part of the St

Kilda Festival on 13th February 2000.

The fashion show featured designs

from local fashion retailers, as well as

second hand and op-shop fashions

from the many eclectic clothing

shops in St Kilda.

The event has been hugely popular

and still features as part of the St

Kilda Festival each year.

St Kilda Fashion Follies

St Kilda Festival 2000

St Kilda Fashion Follies was staged

on an open-air catwalk in Bedford

Street, off Acland Street.

It featured designs from unique St

Kilda fashion retailers.

St Kilda Fashion Follies

St Kilda Festival 2000

St Kilda Fashion Follies was hugely

popular with the St Kilda Festival

crowd and has become an annual

event as part of the festival.

Local designers and fashion retailers

are still the exclusive showings at the

parades.

Acland Street Car-Free Sundays – March 2001

In partnership with Yarra

Trams, operators of

Melbourne’s tram network,

Acland Street trialled the

closure of the street to

traffic over three Sundays

in March 2001.

Acland Street Car-Free

Sundays – March 2001

The street closures enabled the cafes

and bars to extend their normal outdoor

trading areas, retailers to display their

wares outdoors and the public could

enjoy promenading along Acland Street

in a relaxed al-fresco environment free

from traffic.

Acland Street Precinct

Traders Newsletter

Regular newsletters and news

bulletins were produced and

distributed to more than 200 retailers

and businesses in the Acland Street

Precinct.

The aim of the newsletters was to

advise the traders of the results of

recent campaigns and to alert them

to upcoming events and promotions.

St Kilda Life Dollars

To extend the reach of the St Kilda Life

campaign, St Kilda dollars were

developed to reward loyal customers

who regularly shopped in Acland Street.

Each month a category of retail was

featured and shoppers were invited to

send in their receipt and an entry form

for the chance to win $100 St Kilda

Dollars.

The St Kilda Dollars could be spent at

any retailer in Acland Street and the

traders association simply reimbursed

the retailer.