The Stewart Collective Fete

The Stewart Collective is a development by Lucent located in Brunswick East, Melbourne. Showcasing good multi-residential design in Melbourne’s inner-north, The Stewart Collective embraces sustainability, the surrounding landscape and collaboration and is situated adjacent to CERES Community Environment Park.

Challenge

Activating the site in Brunswick East; position The Stewart Collective as a community-focused development with nature and neighbourhood at the core; create awareness of The Stewart Collective; develop positive associations around the development and generate acceptance from the community; manage opposition to the development and build positive community relationships.

Solution

We devised a comprehensive campaign encompassing traditional media, influencer strategy, digital media and rock posters for a site activation at The Stewart Collective in the form of a community fete. This aligned with the corporate objectives of Lucent as well as the project philosophy.


Execution

Communications Collective presented The Stewart Collective Fete, supported by Lucent, that brought together local creatives and influencers, businesses, community groups and individuals for a full-day of craft workshops, market stalls, live music and food trucks. These included Maryanne Moodie, Beci Orpin, Dawn Tan, The Plant Society and Launch Housing. A media outreach and social media campaign was also devised around the fete leveraging the strong existing followings of the event collaborators to increase awareness of The Stewart Collective amongst a relevant digital audience.

Results

The Stewart Collective Fete achieved coverage in top-tier media including Broadsheet, The Age and The Design Files. New and positive relationships were created for The Stewart Collective. Over 700 people attended on the day driving positive awareness of the development prior to an official sales launch. Other results include a 3,000,000+ combined audience reached through media coverage.

Services

Strategy;
Media relations;
Social media management;
Influencer strategy;
Content marketing;
Event management;
Styling;
Copywriting; and
Community relations.