1. acland street, stkilda
Retail marketing for this iconic Melbourne retail precinct
June 2001- July 2004

2. AclandStrip 2001
A unique 8 page promotional brochure highlighting the retail strip's main attractions of resturants/cafes, bars,fashion, entertainment and of course, Acland Street's unique cake shops!

3. The Strip Tram - 2001
Melbourne's tram operators, Yarra Trams, entered into a one year sponsorship of Acland Street Precinct, with the Route 96 tram painted in orange 'Strip' colours and slogans.

4. Launch of The Strip Tram
The launch of the sponsored 'Strip' tram was a VIP tram ride along Acland Street, attended by City of Port Phillip councillors, Yarra Trams management, Acland Street retail traders and media.
The tram remained on the 96 route (from Acland Street to the CBD) for more than 18 months.

5. St Kilda Life Art & Photography Competition 2001
A competition was launched in June 2001 to attract entries from locals and visitors with their art and photographic interpretations of what St Kilda meant to them.
Elements of the campaign included an exhibition of the works, a charity auction to raise funds for the Sacred Heart Mission St Kilda and the production of a calendar featuring the top 12 entries.

6. St Kilda Life Calendar 2002
The St Kilda Life Art & Photography Competition resulted in a full-colour uniquely St Kilda calendar for Jan-Dec 2002.
The calendar featured the winning entry on the cover and all 12 entry finalists for each month of the year.

7. Media Campaign to support St Kilda Life Campaign 2001
Extensive publicity campaign supported the St Kilda Life campaign and resulted in several features in Melbourne newspapers, including a sponsorship of the campaign by the Port Phillip Leader.

8. St Kilda Life Exhibition
The entries in the St Kilda Life competition were exhibited in a gallery space adjacent to Acland Street, kindly donated by a local trader.
These artworks were then auctioned off at a special function with all proceeds going to a local charity, the Sacred Heart Mission.

9. Helping with a Hug Sunday 21st October 2001
To complement the St Kilda Life campaign, a parallel event was staged to raise funds for the Anti-Cancer Council and to unite the St Kilda Community.
It was called Helping with a Hug and for a gold coin donation, invited the public to congregate in Acland Street on Sunday 21st October 2001 (which was closed to traffic for the event) for the Worlds largest Group Hug.

10. Helping with a HugSunday 21st October 2001
The Helping with a Hug event united more than 2,000 St Kilda locals and visitors in the Worlds largest group hug and raised several thousand dollars for the Anti-Cancer Council.
The resulting image as below (the crowd celebrating after the group Hug!) featured on the inside front of the 2002 St Kilda Life calendar.

11. Helping with a HugSunday 21st October 2001
The unusual nature of the event and the huge public participation attracted enormous media interest and the event was covered by radio, television news and print.
The publicity generated was an enormous boost for the retail precinct both before and after the event.

12. St Kilda LifeArt & Photography Competition 2002
The St Kilda Life Art & Photography campaign was repeated in 2002, resulting again in a full colour 2003 calendar featuring the winning entries, an exhibition of the works and a charity auction.

13. St Kilda Life Calendar 2003
The St Kilda Life Art & Photography Competition 2002 resulted in a second full-colour uniquely St Kilda calendar for Jan-Dec 2003.
The calendar featured the winning entry on the cover and all 12 entry finalists for each month of the year.

14. St Kilda Fashion FolliesSt Kilda Festival 2000
The inaugural St Kilda Fashion Follies was staged as part of the St Kilda Festival on 13th February 2000. The fashion show featured designs from local fashion retailers, as well as second hand and op-shop fashions from the many eclectic clothing shops in St Kilda.
The event has been hugely popular and still features as part of the St Kilda Festival each year.

15. St Kilda Fashion FolliesSt Kilda Festival 2000
St Kilda Fashion Follies was staged on an open-air catwalk in Bedford Street, off Acland Street.
It featured designs from unique St Kilda fashion retailers.

16. St Kilda Fashion FolliesSt Kilda Festival 2000
St Kilda Fashion Follies was hugely popular with the St Kilda Festival crowd and has become an annual event as part of the festival.
Local designers and fashion retailers are still the exclusive showings at the parades.

17. Acland Street Car-Free Sundays March 2001
In partnership with Yarra Trams, operators of Melbournes tram network, Acland Street trialled the closure of the street to traffic over three Sundays in March 2001.

18. Acland Street Car-Free Sundays March 2001
The street closures enabled the cafes and bars to extend their normal outdoor trading areas, retailers to display their wares outdoors and the public could enjoy promenading along Acland Street in a relaxed al-fresco environment free from traffic.

19. Acland Street Precinct Traders Newsletter
Regular newsletters and news bulletins were produced and distributed to more than 200 retailers and businesses in the Acland Street Precinct.
The aim of the newsletters was to advise the traders of the results of recent campaigns and to alert them to upcoming events and promotions.

20. St Kilda Life Dollars
To extend the reach of the St Kilda Life campaign, St Kilda dollars were developed to reward loyal customers who regularly shopped in Acland Street.
Each month a category of retail was featured and shoppers were invited to send in their receipt and an entry form for the chance to win $100 St Kilda Dollars.
The St Kilda Dollars could be spent at any retailer in Acland Street and the traders association simply reimbursed the retailer.