Green Square community and cultural precinct

Green Square’s community and cultural precinct was the first of the City’s town centre developments to open to the public. Collaborating with leading architects to transform this heritage site, the area comprises a creative arts centre, childcare centre and community shed all clustered around a central park. The precinct features a living public artwork and the Green Infrastructure Centre, home to the City’s stormwater recycling and harvesting scheme.

Timeline
March - July 2018
Project team
The marketing team worked closely with a range of teams from City Projects, Infrastructure Delivery and Green Square Placemaking, to City Art and Cultural Venues on content to showcase the precinct. City Communications led on the launch event materials with support for all activities from media, web and creative services teams.

Our objectives

We were tasked with generating awareness of the precinct capital launch event on 5 May 2018. This was also an opportunity to share stories about the unique elements of the precinct that would be relevant before, and long after its launch.

  1. Raise awareness of the precinct, with a focus on its heritage significance, sustainability features and new public art
  2. Celebrate project milestones and accolades such as architectural awards
  3. Encourage visitors to the launch event

We were tasked with generating awareness of the precinct capital launch event on 5 May 2018. This was also an opportunity to share stories about the unique elements of the precinct that would be relevant before, and long after its launch.

  1. Raise awareness of the precinct, with a focus on its heritage significance, sustainability features and new public art
  2. Celebrate project milestones and accolades such as architectural awards
  3. Encourage visitors to the launch event

Who we targeted

  1. Green Square urban renewal residential community
  2. City of Sydney residents, in particular those in neighbouring areas
  3. Sydney’s wider creative community
  4. Architects, engineers and other built environment professionals
  5. Project stakeholders

Our approach

Our key strategy was to create rich, ever-green content that could be shared to reach broad audiences and create ongoing intrigue. Stories showcased the unique elements of the precinct including the people, public art and heritage significance, along with its design and sustainability excellence. Content was shared in written articles, videos, photo galleries, social media and onsite interpretive signs in our Green Infrastructure Centre.

This content continues to engage audiences long after the launch event, with initiatives like National Water Week and architecture award wins providing a timely opportunity to showcase the precinct and link to existing content.

Working closely with the Office of the Lord Mayor, the communications team created launch collateral promoting the community event on 5 May 2018. The team also created commemorative bronze plaques for each precinct building which were unveiled by the Lord Mayor as part of official proceedings.

What we did

We used the following tactics to reach our target audiences:

Content production

Social media advertising

Email marketing

Collateral

Media releases

Highlights

3516

Instagram gallery likes

(promoting the launch event)

170000

Facebook video walk-through impressions

celebrating an architecture award win for our creative centre

3000

launch attendees

(double the anticipated numbers)