That’s the cheeky slogan Sydneysiders from the city’s Golden Triangle’ were greeted with as they started their weekend.
It is also the opening salvo for a guerrilla style marketing and promotion’s campaign which is set to put Melbourne’s iconic Chapel Street Precinct back on the map as Australia’s key shopping and tourism destination.
Featuring hundreds of cheeky adshels and rock posters dotted across Sydney’s south-east and a mobile digital advertising truck, the daring campaign depicts a life-like cartoon of NSW premier, Mike Baird – resplendent in dirty Y-front briefs, daggy socks and carrying an 1920s candle.
This bold marketing move is designed to poke fun at Sydney’s lockout and drinking laws, and recommend Chapel Street Melbourne as a more playful alternative.
“We’ve got nothing against NSW’s premier,” quips marketing guru Chrissie Maus who is the new marketing and events director for the Chapel Street Precinct Association, “we’re simply treating Sydneysiders – fed-up with its draconian entertainment laws – as responsible adults and providing them another place to shop, play and stay!
“And what better place than Chapel Street which boasts some of the country’s best bubbles and bites, and where revellers can party till sunrise.”
Ms Maus says this is the first time Chapel Street has taken a marketing campaign right into Sydney’s heartland. “And why not, Melbourne’s just a short cheap flight away and we’re about to be in the midst of Australia’s biggest sporting event, the Spring Racing Carnival, so what better time to come!”
Ms Maus says unconventional, high energy campaigns designed to excite, shock and surprise – and leave an indelible impression in the process – will be the hallmarks of all future marketing campaigns for the historic precinct, clearly differentiating it from its competitors.
”There’s little point in being ‘vanilla’ about our marketing and promotions. We’ll leave that to the shopping centres. They do a wonderful job of that. As a destination, Chapel Street is fun, funky and just a little out there and we need to reflect that in our marketing by pushing the boundaries, taking risks and daring to be different.”
Mr Lotton is adamant that the precinct’s campaigns won’t be designed ‘to shock for shock’s sake’. Everything we do is based on research from around the world and a deep understanding of different consumer insights.
“We also like to think of ourselves as the ‘Richard Branson of shopping centre marketing’. His marketing and publicity stunts are legendary and were absolutely key to building his massive business empire.
“If they worked for him, there’s no reason they shouldn’t worked for us.”
Ultimately he says there will be those that love the precinct’s highly risqué campaigns and those who hate them.
“Regardless of their stance, one thing is for sure: our campaigns will be memorable and will go a long way towards creating mass awareness of our beloved precinct!”
Chapel Street’s Provocaré Winter Arts Festival. Dark, creative and with enough provocation to warm your winter drenched heart.