Melbourne Docklands had a problem – no-one knew quite how to get to the precinct or what to do when they got there. RBD was commissioned to develop a consumer campaign raising greater awareness of the retail centre’s general offering and providing directions for easy access. The creative needed to be visually impactful with clear communication. This was achieved through powerful messages unique to the locations they appeared in, while also directing visitors to the precinct and showcasing what to do once they arrived. A range of strong, simple headlines combined with cheerful images set the tone for this highly successful rollout that wowed city-goers in a series of supersites, train and tram sites and metro lights. The campaign resulted in over 200% increase in visitation to the Docklands website, while the precinct’s marketing managers, stakeholders and traders praised it as the most successful campaign produced for the Docklands to date. Ongoing campaigns saw radio and TVC in the mix.