Launch of Darling Square Library

The Exchange at Darling Square is Sydney’s new landmark civic building and urban square. Launched in August 2019, The Exchange is home to the City’s new state-of-the-art library, ideas lab and innovation space.

Timeline: August - December 2019
Project team: Led by Marketing, all units across City Communications helped deliver against our key objectives in addition to supporting the launch event which was managed by Libraries and Learning and City Projects.

Our objectives

We were tasked with generating broad awareness and visitation to the new community facility, and therefore to better service the growing number of people moving into and working in the new neighbourhood.

Raise awareness of the new Darling Square Library, featuring the Ideas Lab
Drive ongoing visitation to the library
Drive bookings for the library and Ideas Lab programs (with a target of average 50% of available tickets to paid Ideas Lab workshops booked)

Raise awareness of the new Darling Square Library, featuring the Ideas Lab
Drive ongoing visitation to the library
Drive bookings for the library and Ideas Lab programs (with a target of average 50% of available tickets to paid Ideas Lab workshops booked)

Who we targeted

City of Sydney residents (and those living within 10km)
Visitors and members of the old Haymarket Library
CBD workers
Students - local high-schools, TAFE, UTS and University of Sydney

Our approach

We developed a broad-reaching content and advertising strategy to deliver on the key objectives of awareness and visitation. It was important our tactics supported each of the 3 project phases - the Haymarket Library closure, soft opening of the library and the official launch event - and also provided content of ongoing relevance to continue to reach new audiences.

Content including written articles and social media image galleries and videos focused on the surprising and unique elements of the library.

Paid advertising was used across outdoor media, social media, radio partnerships and we also utilised our own digital channels, media and in-branch digital and print collateral.