While the Rod Laver stadium is overrun with Tennis elite, Melbourne’s premier shopping precinct, Chapel Street has a few balls of their own to play with the ‘Play on Chapel Street’ campaign!
In an ode to the Australian Open, Chapel Street Precinct Association Director Chrissie Maus, is launching the ‘Play on Chapel’ campaign, in a bid to draw in crowds from the nearby Arena.
Ms Maus says “Chapel Street is the best place to play in Melbourne! This campaign will promote Chapel Street as a true destination, through cheeky and cut through marketing.”
“Play on Chapel is a way of showing how diverse the Chapel Street Precinct is, with a focus on letting people know that there’s more antics to be had on Chapel Street than a late night at Revolver.” says Ms Maus.
The Chapel Street Precinct Association is known to throw the rule book out the window, and this campaign has a few tactics that will have some marketing referees blowing the whistle. Ms Maus says “We’re smart with our marketing. We need to be bold to get maximum exposure for little cost”
Chapel Street will be infiltrating the Rod Laver Stadium with 2,000 rain ponchos emblazoned with Chapel Street’s newest logo re-incarnation for the tennis. That will see 2,000 people wearing Chapel Street front, back and centre when the inevitable rain hits Melbourne.
“You won’t be able to escape us at the tennis! We are using everyday people as walking Chapel Street billboards” says Ms Maus.