Tenant retention
To encourage World Square corporate tenants to remain within the precinct after work, to increase on-site F&B transactions.
Increase footfall
To encourage and increase independent visitation to World Square.
Brand positioning
To help further establish the precinct as a hub for high-quality CBD eating and drinking.
The idea
Sydney Craft Beer Week is a stalwart of Sydney’s cultural and culinary calendar. For a week in late October, thousands of beer nerds and ale aficionados congregate at dozens of events, from Bondi to Bankstown. Though the umbrella event is hugely popular, SCBW activations are typically held in pubs and craft beer bars around the city fringe and suburbs. Sydney’s CBD (where many of the event’s fans work) remained relatively untapped.
In collaboration with World Square, Time Out designed the Hop-Up to solve this. We built a pop-up bar under a marquee, to act as a hops-hub for the city’s thirsty workers. The bar was open for the duration of Sydney Craft Beer Week. Our core concept was to deliver a craft beer experience tailored for the city audience. This bar had to keep their needs in mind, while holding its own against the best beer events of the year taking place further from the CBD. To connect with this breadth of audience, the Hop-Up had to be accessible, understandable, but also authentic and authoritative.
Platforms activated
The Results
-
day event, with 5 supporting activations within the Hop-Up
-
Estimated footfall to World Square throughout the duration of the campaign
-
beers poured
-
paying attendees
-
copies of Time Out Sydney magazine
-
active subscribers reached, with over 74,000+ individual newsletters sent throughout the campaign
-
estimated reach through third-party promotion
-
Page Views at 1 min 48 sec average page duration
“We asked Time Out to help us encourage our corporate tenants to stay within World Square for longer, after work. The Hop-Up was the perfect response. Time Out created, curated and staged the pop-up beautifully. Increased footfall and a full Square throughout the event was proof of that.”
Sophie Lim
Senior Marketing Manager, World Square (JLL)
What can we do for you?