A new campaign to re-brand the holder of the Mall’s Balls, Rundle Mall, in Adelaide’s CBD hits the Adelaide market today.
Created by Cummins&Partners South Australia, the new brand platform ‘Unfold Rundle Mall’ will be rolled out throughout the city to encourage locals and visitors to re-discover the Mall by unfolding the experiences within the city’s most popular precinct.
The campaign follows an extensive redevelopment of Rundle Mall by Adelaide City Council.
Cummins&Partners managing director, Bronwen Gwynn-Jones said the agency has worked closely with the Rundle Mall Management Authority and Adelaide City Council to discover what Rundle Mall has meant to the city over the years, and what it will mean for future generations, re-building the brand with a contemporary message.
“This is about creating an enduring brand platform that will drive visitors to the Mall to discover and rediscover all the precinct has to offer,” said Cummins&Partners managing director, Bronwen Gwynn-Jones. “It’s so much more than one retail strip, and our new campaign invites people to unfold the new and evolving experience for themselves.”
Rundle Mall marketing and events consultant Amanda Grocock says the new brand truly represents the range and choice of experiences the premier retail precinct had to offer.
“We like to refer to Rundle Mall as a dependable discovery. There is and always has been a range and choice of experiences but importantly there are always new surprises to be discovered. This is what the new brand signifies,” Grocock said.
Cummins&Partners creative director, Jason Hollamby said, “Rundle Mall is a South Australian icon, so taking the brand forward with sensitivity was vital. We have a new and collaborative attitude in Adelaide, and this is exactly how we like to work. We worked closely with the Rundle Mall Management Authority team and our creative industry, including Monkeystack and BestFX ,to help change people’s perceptions of the Rundle Mall precinct.”
The campaign will unfold throughout May and June on television, radio, newspaper, social media, outdoor, plus a broad range of art installations and events.