re-positioning Kensington Street
as a lifestyle destination for food and culture
My Role: Project Management, Wire-framing, Content planning, UX Design, Prototyping, Development
Team members: 1
- increased database of engaged customers from 1400 to 24,000
- increased referrals from site to vendors by 46%
- reduced bounce rate from 64% to 33%
- increased organic traffic by 29%
Kensington Street is a restoration development project in Sydney’s Chippendale featuring historic building, fine-grained workers cottages and lofty industrial warehouses. The developers vision was to combine the heritage of the street with a new creative vision as Sydney’s new downtown.
Kensington Street was positioned to attract retailers, restaurants and creatives to embrace the development and join the street however with vendors in place it needed a new customer facing presence.
This included a complete re-positioning of its channels; website, social and digital marketing campaigns to highlight the vendors, capture a new audience to the street and gain media attention.
Our approach was to bring the color of Kensington Street’s new vendors to the fore-front and paint the diversity on offer. The website included feature photography and an exploration of offerings through vivid galleries and easy browsing.
The digital marketing campaign built interest in two ways;
a) by promoting each vendor’s unique delights, one per week over a period of weeks as introductions and;
b) secondly by creating events that brought vendors and community together to share as one, the vision for the street
Audiences were inspired to follow the activities and get involved through social media, participation in exhibitions and festivals and enjoy the food and lifestyle of the street.