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.
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!