Harbour Town Melbourne

Harbour Town Melbourne offers an exciting mix of direct outlets and specialty stores, entertainment and attractions, with two levels of laneway shopping and over 90 outlet stores.

AN IMPROVED DIGITAL EXPERIENCE

Harbour Town Melbourne’s digital marketing goals were to deliver communication and information in a userfriendly digital experience utilising email communication, mobile applications, website, VIP program and more.

The retail group wanted to extend their brand awareness to a wider audience, and increase engagement in social media to targeted audience segments. Harbour Town Melbourne also wished to enhance the creative design of all communication to reinforce brand messaging and improve relevance to target audience.

DRIVE FOOT TRAFFIC AND CREATE DEEPER CUSTOMER EXPERIENCES

Harbour Town Melbourne worked closely with Fig Tree Digital to develop a Retail Digital Marketing Strategy to improve customer frequency and enticement to the shopping centre precinct. The Retail Digital Marketing Strategy was to deliver digital advertising campaigns, social media communication, email marketing and in-centre promotions to drive engagement and customer interaction. A focus on social sharing and interaction with technology was to improve brand awareness and customer experience.

A GREAT WORKING RELATIONSHIP 
– A SUCCESSFUL PARTNERSHIP

Fig Tree’s professional approach and focus on relationships were key to leading and delivering digital marketing for Harbour Town Melbourne. As manager of Harbour Town Melbourne’s social media communications and digital advertising, Fig Tree Digital delivered social media growth across platforms, improvements in post engagement and brand awareness.

•  Improved user experience with newly designed and developed email communications, with mobile-responsive viewing and interactivity as key focus

•  Enhanced design improved user experience and brand messaging

•  Growth in website hits, views and database

•  Development and management of Harbour Town Melbourne’s VIP Program as a part of a long term project enticed new visitors and created loyal customers.

“Fig Tree Digital has delivered exceptional service and support to the Harbour Town Marketing Team. Maria’s professionalism, leadership and up to date knowledge of digital and social media provided great guidance and strategy. It was a joy to work with Maria and her team.”

– Lisa Wilson, Marketing Director, Harbour Town Melbourne