Chifley Plaza

6dc was commissioned by the IPOH team at Chifley Plaza in June 2011 to work on a special stand alone project after a competitive pitch. To drive retail engagement and brand awareness of the shopping precinct, most notably the food court, 6dc created an event and PR campaign around Sydney Morning Herald’s annual photographic exhibition ‘Shoot the Chef’. After brokering the deal with Fairfax and Crave International Food Festival we implemented, installed and managed an exhibition of the works of the 22 finalists of the competition for the month of October.

A highlight of the campaign was the VIP launch party which included securing Sue Bennett Editor of Good Living as host as well as procuring and delivering sponsored beverage partnerships with Mr Mick Wines, Singha Beer and San Pellegrino for 1 800 guests. 6dc also worked with the official charity partner for the Crave Sydney International Food Festival ‘OzHarvest’, to organise a silent auction of the finalists’ images and introduced a People’s Choice Award to engage shoppers on site at Chifley Plaza, which received over 1 000 entries.

6dc successfully generated over $750,000 worth of press across national print publications and online channels for this 3-month project and the eDM open rates for the invitation were over 75%, with general traffic figures for the centre increased from the same period in 2010.

This success lead to Chifley Plaza to re-engage 6dc in other areas such as conceptualising and writing exciting content and creating media opportunities for its Chifley Plaza Mini Magazine and the Chifley Plaza Christmas Guide. And in 2012 6dc has been invited to continue to manage the public relations for this iconic Sydney destination.