The oldest newdestination

South Wharf Association

Melbourne’s oldest new destination to visit

We were tasked with injecting some fresh life into the South Wharf area. A fun challenge for the wolf pack that we took on with fantastic results. A place where locals, tourists, and workers collide, that houses some of Melbourne’s most well-known bars, restaurants, a conference centre, a shopping centre and a hotel seems like an easy task, but the challenge didn’t lie with what was there, it was in how to introduce something old as something new.

Where to start?

We were presented with a logo and colour palette by Ogilvy. From here we needed to determine a communications strategy and a website design that would be right for now and many years to come. The strategy devised was to highlight to locals and tourists that #SouthWharf is a place where anything can happen, thus a strapline was conceived; South Wharf a place where…

This allowed us to showcase all the amazing offerings down at South Wharf, whilst still showing off the charm of the area. Couple this with a brand new website that focuses on what’s happening around the area and you have a winning combination.

Branding

The branding challenge was to make something old new. We did this by updating the colours and purposely made the strapline bold and in your face. We wanted to boast about how great South Wharf is and unashamedly be proud of it. If we’re able to show you that at South Wharf you can do anything and everything, then more people would visit this location.

Getting social

Social is all visual, so the task was simple, let us show you how great South Wharf is through the lens of your eyes. We used regrams as our major content source, whilst still shooting our own content when required for specific events, blogs, and tailored social posts.

A better presence online through a strong SEO & Social strategy

The biggest hurdle for SEO was that we had no domain authority, our task was to build domain authority through playing within Google’s rules, generating content that people are wanting to find out more about and pushing it through all communication channels.

The social media speed bump, we were starting from ground zero. Whilst a challenge, we like the fact that we have a clean slate and can start with a defined concept and evolve as the community tell us. We successfully built an engaged community.

The proof is in the pudding

Don’t just take our word for it, check out our cracking results.

Page 1 ranking

On Competitive keywords

118% increase

In total website traffic

221% increase

Organic traffic

125% increase

New user website visits

South Wharf Association

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  • Developed an integrated social media and SEO strategy to increase brand awareness.
  • Designed and created a user-friendly information website, that highlights what is happening at South Wharf using best practice SEO standards.
  • Quarterly board meetings presenting social, SEO and anything new in digital.