Melbourne & Olympic Parks

Launching a landmark

 

Launching Melbourne’s newest conference and events venue, CENTREPIECE at Melbourne and Olympic Parks, by showcasing its potential through an integrated creative, content and PR campaign.

 

KLCaseStudy_MOP_Centrepiece_Image Slide Show 1 KLCaseStudy_MOP_Centrepiece_Image Slide Show 2

THE CHALLENGE

We needed to launch Melbourne & Olympic Park’s newest events space CENTREPIECE as a venue that’s desirable, distinctive, and differentiated in Melbourne.

THE SOLUTION

This isn’t just any event venue. This is the event venue. Our solution was to position CENTREPIECE as a blank canvas that will allow event managers to think big and bring their vision to life. The platform “Make CENTREPIECE your masterpiece” was a messaging thread that ran through everything from film, to content, and PR.

KLCaseStudy_MOP_Centrepiece_Brand Design Slide Show 1 KLCaseStudy_MOP_Centrepiece_Brand Design Slide Show 1-1

THE RESULTS

To soft launch Melbourne Park’s new venue, we created a brand film to highlight the endless possibilities available at CENTREPIECE and introduce the new identity.
The logo itself was our canvas, placed centre-stage, and transformed to guide viewers through five carefully curated scenes. Each was inspired by the unique offerings at CENTREPIECE – from the sustainability program to its Victorian-first produce philosophy – while incorporating subtle architectural design cues found at the venue.