Concrete Playground has launched a new content partnership with American Express celebrating the small independent businesses that make the diverse neighbourhoods of Sydney so vibrant.
To support American Express’ Shop Small initiative, The Localist is a curated hub designed to help people discover the bars, restaurants, shops and cultural spaces that are bouncing back from the impact of the pandemic.
“We are thrilled to be partnering with Concrete Playground for the fourth consecutive year to commemorate our biggest Shop Small campaign ever,” said Naysla Edwards, American Express VP of Brand, Charge Cards and Member Experience.
“In what continues to be a challenging period for small businesses, we’re revealing local treasures from all corners of Sydney and encouraging people to celebrate the joy of ‘shopping small’. By experiencing new places and spreading support far and wide, we can help more businesses get back on their feet and ultimately see local communities thrive.”
Showcasing over 300 businesses hand-picked by a dedicated Shop Small Editor, the series of guides unlock the different neighbourhoods across Sydney, tapping into shopping moments and occasions relevant to Concrete Playground’s readers. The campaign also includes a brand new Digital Shopfront, where readers can shop a selection of products available to purchase directly from local vendors.
The Localist guides are supported by a series of social videos hosted by farm-to-table restaurateur Palisa Anderson (Chat Thai, Boon Cafe/Jarern Chai Asian Grocer, Boon Luck Farm). Each video follows Anderson on a walking tour of a different neighbourhood in Sydney, where she explores the favourite local haunts of the area’s small business owners.
The campaign also includes the launch of a new site-wide tech integration where readers can build their own personalised Playlists to the city. Integrated across all location-based content on Concrete Playground, readers will be able to curate thematic Playlists before saving, sharing or exporting them to Google Maps and taking with them on their next local adventure.
The Localist is the most recent partnership between Concrete Playground and American Express, a four-year strong partnership dedicated to driving commerce for local businesses participating in Shop Small.
“Supporting small business is at the heart of Concrete Playground’s mission, and we’ve spent over a decade encouraging Australians to shop, drink, dine and explore locally,” said Rich Fogarty, Concrete Playground Founder and Director.
“We feel fortunate to have a long-term partner in American Express that shares the very same passions we do.”
As one of Australia’s largest independent digital publishers, Concrete Playground operates city guide websites in Sydney, Melbourne, Brisbane, Perth and Adelaide, as well as Auckland and Wellington in New Zealand.
