Projecting new while protecting heritage

Forrest Chase has been a signature landmark, and Perth City conduit, for over 30 years. The owners, ISPT, proceeded with a 4-stage $110million redevelopment of the centre in 2018 which is due for completion around mid 2019.

While very respectful of brand heritage, all stakeholders also recognised the need for brand repositioning and a refreshed brand image.

Trilogy liaised closely with representatives of the marketing, development and leasing teams to determine the brand strategy and marketing communications’ plan. These needed to be cognisant of the evolving construction development and changing tenancies as well as active competitors also undergoing change.

Organic Emergence

“Chasing Summer”(more information can be found under the previous project on this site) had tactical drivers while playing into the brand strategy. The objectives of this next campaign were similar, however needed to contribute more obviously to distinctive long-standing brand positioning as a priority.

This involved scrutiny of the brand DNA and the influence of the leasing strategy and construction timing, along with assessment of shifting market perceptions to develop a brand promise and execution that would deliver and resonate.

Relevant Today and Tomorrow

With daily changes as the redevelopment took shape and new tenants opened, and with the owners’ commitment to providing visitors with a different, immersive and sensory experience, we arrived at “Expect More” as brand positioning.

This positioning provided the elasticity necessary to accommodate short-term messaging as well as long-term destination promise – relevant to every facet of the offering and to every market segment (customers yes, but also including potential new tenants, existing tenants, and all stakeholders).

Creative Distinction

“Expect More” is lively and multi-dimensional, facilitating personal interpretive engagement. The creative strategy leveraged this through the creation of a vibrant colour palette, bold patterns and shapes, and interesting layering – in flexible designs that could be adapted for any format or application.

Expect More and More

This campaign is in its infancy with many iterations to come. In early 2019, Trilogy has the following in-market or underway:

Ongoing on-site hoarding and signage, changing as the construction does

  • Television Advertising
  • Radio Advertising
  • Out-of-Home
  • Sales Promotions
  • Gift Cards
  • On-site activations including pop-up spaces and dwell zones
  • Spotify playlist, accessible through on-site promotion
  • Social media campaigns and content creation
  • Digital content
  • New website
  • Search Engine Marketing
  • Search Engine Optimisation
  • E -Direct Marketing
  • Augmented Reality