Sunnybank Plaza

A $2 Food Trail that’s punching above its weight
  • 2015 Shopping Centre Council of Australia ‘Sabina Rust Memorial Prize’ for National Campaign of the Year.
  • 2015 Shopping Centre Council of Australia national ‘Little Gun Sales Promotion’
  • 2015 International Council of Shopping Centres (ICSC) Marketing Design Retail Awards for Sales Promotion – Silver Award
  • 2015 Excellence in Marketing at The Property Council of Australia (Qld) Awards

Sunnybank Plaza & Sunny Park shopping centres are located in the heart of the Sunnybank community, affectionately dubbed the ‘real Chinatown’ of Brisbane, located just 12km from the Brisbane CBD.

Both assets are operated by Retail First, and have evolved with the local demographic, now boasting Brisbane’s most authentic Asian dining and entertainment offerings, with 51 restaurants and outlets located across the two shopping centres.

As part of an ongoing relationship, Follow was engaged by Retail First to design the annual “Foodie’s Guide” booklet – a major draw card and point of difference for both centres.

Follow took the brief and flipped it on it’s head, proposing that the printed guide also be developed into an online blog, and tie it into a well thought out, strategic digital campaign and stand alone event that would promote the food retailers and easily enable foodie’s to discover and experience Sunnybank.

In an Australian first, the Sunnybank $2 Food Trail concept was born – an event that invites foodies from across South East Queensland to embark on a one-day-only self-guided culinary adventure through Sunnybank Plaza and Sunny Park, putting both centres on the map as THE destination for authentic Asian food in Brisbane.

The premise of the $2 Food Trail is simple – retailers offer a selection of signature $2 mini-dishes that combine into a menu that allows customers the opportunity to graze on a variety of Asian cuisines in one day. The “trail” connects retailers in-centre, and is activated with live music, traditional lion dancers and roving entertainment to enhance customer experience.

To ensure the $2 Food Trail is easily navigated, brochures are created with a map and menu, available both digitally and on the day via special ‘trail marker’ point of sale stands and designated information stalls, manned by promotional staff.

To encourage participants to become further engaged with the program, reward them for taking part in the event, and capture their valuable data a “stamp & win” tactical competition was devised and rolled at each event – resulting in the collection and opt-in of a brand new, foodie specific database of 4000+ customers.

The Sunnybank $2 Food Trail has been activated three times over the last twelve months, with two Summer Editions (November 2014 & 2015) and a Winter Edition (June 2014).

Since its inception, the event alone has resulted in a direct footfall of over 24,500 participants – exceeding all client expectations and KPIs, and resulting in an economic injection of over $490,000 into the 38 participating food retailers.

Our digital, media and public relations campaigns were also highly successful in terms of coverage, reach and engagement.

The Experience Sunnybank blog experienced huge volume of traffic, with over 85,000 visits to the website since November 2014. On social media, the official Facebook events alone reached over 835,000 people, with 18,000 directly engaged by clicking “attending”. The official campaign hashtag, #experiencesunnybank, has also been tagged by customers in 405 Instagram uploads.

The much loved and popular $2 Food Trail has received widespread coverage to the value of $29,000 from Brisbane’s most influential food bloggers, lifestyle media, and was broadcasted on statewide news and has been so successful, Retail First have made the event a permanent bi-annual fixture on their rolling marketing calendar for both centres.

In light of this ongoing success, the Sunnybank $2 Food Trail concept and campaign has also gained widespread recognition for excellence in sales promotion and marketing at a local, national and international level, winning a suite of awards in 2015.