South Bank Corporation - Branch Launch Campaign (EOI)

Brief

A true Australian and Global icon, South Bank sits as a world class tourism, cultural, residential and commercial precinct that brings exemplar experiential and economic value to the Queensland economy. Enjoying an outstanding reputation as a premier destination for tourists and locals, South Bank continues to evolve and grow in sync with the vibrant city of Brisbane. South Bank Corporation, a statutory authority, is the place manager and master-developer for the 42-hectare South Bank precinct. More than 30 years since its creation, the Corporation continues to build on South Bank's heritage and iconic legacy as the green heart of our great city for people who come to meet, work, play and invest here. To continue to build on the iconic legacy of South Bank, the Corporation has undertaken a brand refresh project focused on building an integrated destination brand for South Bank to evolve its presence as a world leading urban precinct that welcomes, engages and inspires. The project is based on a customer first approach, centred around building a destination brand that draws people to experience and create their own story at South Bank. The Corporation is now ready to commence Stage 4 of the brand project, Campaign Launch and Implementation. This stage involves the development of a creative marketing campaign which brings the new brand – and its premise of a revitalised South Bank precinct - to market in a fresh, innovative way, while generating awareness, engagement and visitation to South Bank. Select Respondents may be invited to a participate in a closed RFT phase and tasked with developing a compelling campaign idea and an implementation strategy to present to an evaluation panel. The objective will be to craft a campaign that effectively introduces the refreshed brand to market, while delivering against key campaign objectives. This process would represent an exciting opportunity to shape the public-facing expression of the brand and ensure a strong and impactful market presence.