CHAPEL STREET Streets Ahead Promotions 2002 - 2005 Marketing and promotions for more than 1000 retailers and businesses located in the Chapel Street retail precinct (encompassing Greville Street and Commercial Road).
1. CHAPEL STREET Streets Ahead Promotions
2002 - 2005
Marketing and promotions for more than 1000 retailers and
businesses located in the Chapel Street retail precinct
(encompassing Greville Street and Commercial Road).
2. Chapel on ShowSunday 5 October 2003
After the final Chapel Street Festival was held in 2000, Streets
Ahead Promotions (the Chapel Street Traders Association) employed
me to create a new annual street event that was smaller and more
community-based, but most importantly, that focussed on Chapel
Streets key attributes, being fashion, food and
entertainment.
The event Chapel on Show was developed and the inaugural event was
held on Sunday 5th October 2003.
3. Chapel on ShowSunday 5 October 2003
Chapel on Show came into being after extensive negotiations with
Stonnington Council, Police, community groups and retailers.
The street closure was limited to the South Yarra section between
Toorak and Malvern Roads, and featured three large outdoor catwalks
with continuous fashion shows throughout the day.
4. Chapel on ShowSunday 5 October 2003
The Chapel on Show fashion shows were a major drawcard during the
day, with new seasons designs being showcased by Chapel Streets
leading fashion retailers.
5. Chapel on ShowSunday 5 October 2003
The Chapel on Show fashion parades were grouped in various themes
throughout the day, ranging from streetwear and urban chic to high
fashion and evening wear.
They were a great showcase of the many fashion offerings available
in Chapel Street and reinforced the precincts reputation as
Australias leading fashion retail strip.
6. Chapel on ShowSunday 5 October 2003
Chapel on Show provided a diverse range of entertainment throughout
the day with something to appeal to everyone.
There were a number of music stages with leading Melbourne bands
and singers, the Stonnington Brass Band, Polyglot Theatre, street
hip-hop dancers and opera from the balcony of Caffe e
Cucina.
7. Chapel on ShowSunday 5 October 2003
In recognition of the popularity of Chapel Street with local
residents and their four-legged friends, a Pets on Parade
competition was also staged.
8. Chapel on ShowSunday 5 October 2003
Chapel on Show also included a Floral Art Exhibition, highlighting
the creativity of many of the florists located on and around Chapel
Street.
9. Chapel on ShowSunday 28 November 2004
Chapel on Show was repeated again in 2004, this time in November to
take advantage of the warmer weather.
The event enjoyed widespread media publicity through exclusive
media partnerships with Leader Community Newspapers and Channel
10.
10. Chapel on ShowSunday 28 November 2004
In addition to a day of great fashion shows and entertainment,
Chapel on Show 2004 featured a new event called Chefs on
Show.
Featuring leading Chapel Street eateries such as Cafe BluPols,
Souk, Red Orange and Taste of Malaysia, Chefs on Show was a series
of outdoor cooking demonstrations sponsored by Miele.
11. Journey Arts & Culture Festival 2004
Journey Arts & Culture Festival was developed to showcase the
diverse cultural, arts and entertainment offerings in the Chapel
Street precinct, and was also designed to position Chapel Street as
a vibrant hub for arts and entertainment in the winter
months.
Journey featured a range of art exhibitions, film events, theatre,
fashion shows, installations and special events staged in Chapel
Streets restaurants, bars and clubs.
12. Journey Arts & Culture Festival 2004
13. LOreal Melbourne Fashion Festival 2003/2004/2005
Independent Day was developed as part of the LOreal Melbourne
Fashion Festival to showcase cutting edge young fashion and
emerging designers.
The event was sponsored by Levis and the City of Stonnington, and
showcased the best youth brands and designers from the Chapel
Street precinct.
14. LOreal Melbourne Fashion Festival Independent Day
Held in Greville Street, Independent Day was an opportunity for
Chapel Street and surrounds to showcase the diverse fashion, food
& wine, retail and entertainment available in the
precinct.
Streets Ahead Promotions worked alongside Independent Days key
partners to maximise exposure and opportunities for Chapel Street
Precinct retailers.
15. Tourism Partnerships
Chapel Street continues to hold an iconic reputation as one of the
worlds great retail strips.
An important part of the marketing function for Chapel Street
Precinct was to ensure a high profile was maintained in the tourism
market.
For this reason, Chapel Street Precinct entered into a
long-standing and rewarding partnership with Destinations Victoria,
the publications division of Tourism Victoria.
16. Tourism Partnerships
Chapel Street Precinct was comprehensively promoted to the tourism
market through all Tourism Victoria publications and
activities.
One of the most enduring and effective publications was
Destinations Victoria, a hardcover coffee-table book that was
placed in all 4 & 5 star hotels in Victoria.
Chapel Street was promoted through this publication as a great
destination for shopping, fashion, food & wine and
entertainment.
17. Spring Racing Carnival Promoting Chapel Streets
Fashion
Another important target market for Chapel Street was the Spring
Racing Carnival fashion buyer. Targeted advertising was placed in
press, specialist publications and on-line to position Chapel
Street as the ideal destination to buy your racewear.
18. Christmas Decorations 2005
Stonnington Council withdrew funding for Christmas decorations for
the Chapel Street Precinct, leaving Streets Ahead Promotions to
fund Christmas 2005 from the retailers levy.
A range of lighting fixtures were chosen and more than 300 retail
sites were secured along Chapel Street to display these Christmas
decorations. Power was kindly provided by participating
retailers.
19. Chapel Street Website Redesign 2005
One of the most important features of the redesign of the Chapel
Street website was to feature a continually updated retailer
directory, with an interactive street map that identified where
each retailer was located, and also took you into a separate
promotional page detailing that retailers offerings and contact
details.