Visit Ballarat launches pop-up shop in next phase of ‘Made of Ballarat’ campaign via Town Square
Ballarat is bringing its shopfront to Melbourne’s CBD, literally, with the launch of an artisan pop-up shop, in the next phase of the Made of Ballarat campaign created by full service agency Town Square.
From Today (Friday 29 March), the bricks and mortar store in Little Collins Street will open its doors showcasing an eclectic range of high-quality products that share just one characteristic – a common provenance. Everything for sale at the Made of Ballarat store is crafted by Ballarat’s progressive artisans including Kilderkin Navy Strength Gin, bespoke Parker Knives, Warren Ellis 12” vinyl, Black Cat truffles, Ruby Pilven ceramics and Salt Kitchen charcuterie.
First launched seven months ago, the Made of Ballarat campaign was born from research that identified less than 10% of Melbourne’s lifestyle leaders considered the city to be an attractive destination for a short break in regional Victoria.
The retail initiative encourages Melburnians to sample all that Ballarat has to offer, with the pop-up shop hosting a series of maker demonstrations and tastings, as well as showcasing forthcoming events across the region.
The pop-up was made possible through a grant from the Victorian Government Regional Events and Innovation Fund, administered by Visit Victoria. Open daily from 10am to 6pm, the shop will trade from 29 March to 24 April at 242 Little Collins Street, Melbourne.
Says Brendan Day, ECD, Town Square: “It may seem counterintuitive in tourism marketing to bring the destination to the audience – but the compelling retail offer at the Made of Ballarat pop-up only scratches the surface of the visitor experience, encouraging Melbourne shoppers to make the trip to Ballarat to dig deeper and see more for themselves.”
Town Square worked alongside design consultancy Moth to develop the pop-up and it will be supported by cinema, radio, street posters and CBD office media.
Adds Day: “It’s very satisfying to see a key initiative from our original pitch presentation come to life thanks to a successful government grant application and it’s exciting to be collaborating with Moth to give Made of Ballarat a whole new dimension.”
Says Noel Dempsey, CEO, Visit Ballarat: “How many shops in Melbourne show you how to fashion a wooden spoon using muscle-powered tools? Or sample the wine created by Gourmet Traveller’s 2018 Young Winemaker of the Year? Or purchase an original artwork from indigenous collective the Pitcha Makin Fellas? We are delighted to bring the Made of Ballarat pop-up shop to Melbourne. The products for sale and the events and demonstrations to be hosted in store bring a taste of Ballarat to the heart of the Melbourne CBD. This is all about encouraging Melbournians to re-evaluate Ballarat and realise it’s a fantastic place to visit, any time.”
Visit Ballarat
CEO: Noel Dempsey
Head of Marketing: Lucy Ibrahim
Events: Robbie Burns
Marketing Lead: Julia Moore
Special Projects: Rachel Dee
Town Square
Executive Creative Director: Brendan Day
Art Director: Derek van den Hogen
Strategy: Neville Doyle
Copywriter: Lyn Clarke
Account Manager: Gill McPhee
Senior Developer: Adrian Halliday
Developer: He Wang
Production Manager: Alex Goddard
Moth Design
Kate Hannaford
Lauren Staff
Etta Curry
2 Comments
Beautifully executed.
Usually I cringe at the mere mention of the word ‘pop up’ because, let’s face it, they are usually utter shite. But I have to admit, this looks it has been created with care and craft. I might even go as far as having a look in person.