Market City is a premier hub for authentic Asian cuisine and smart brand shopping in the central business district.

Located in the heart of Sydney’s Chinatown, the centre is host to a spectacular annual roster of Lunar New Year events.

Seeking to differentiate the branding from the City of Sydney’s Lunar New Year campaign — also advertised in the area — Market City requested an identity that would capture the meaningful spirit of the Year of the Dragon.

Our aim was to create a vibrant digital and print campaign that would entice people to centre celebrations.

Inspired by Hong Kong’s iconic neon signs and Market City’s bright dragon puppets, the campaign presented a different, modern design for the shopping centre’s 2024 Lunar New Year activities.

The Lunar New Year weekend was a huge success, earning the centre’s highest pedestrian numbers on record, with 50,500 visitors in one day. The digital campaign reached over 75,000 individuals, made 150,000 impressions and achieved a 7% click through rate.

Unbelievable! Such a great job. In fact, this is the most spectacular Lunar New Year campaign I think this centre has ever had. It is my favourite by far, all the elements look spectacular. Thank you again, brilliant team work!

Sandra Stern
Marketing Manager, Market City Shopping Centre

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