Sydney Harbour Foreshore Authority – Month of Love
“Sydney Harbour Foreshore Authority has worked with Avant Card for around a decade. For the Month of Love, Avant Card was chosen to target SINKs and DINKs as well as the LGTBQI community through cafes, bars, clubs and restaurants. This medium allowed us to showcase two creative solutions speaking to the target markets.”
Joanna Kolokithas, Campaign Manager, Darling Harbour, Sydney Harbour Foreshore Authority
Month of Love has previously won Avant Card’s Postcard of the Month a couple of times – what made you decide to go with another special finish (foil) for this year’s postcards? Having done the die cut cards for two years, we decided to refresh the look with a different finish that would still have pick-up value. The bright colours of the Month of Love brand give us flexibility and we wanted to have fun with the cards. We had two creatives again this year; a red heart and a rainbow heart to signify our partnership with the Sydney Gay and Lesbian Mardi Gras. By asking a question on the front–Hot Date?–we hoped to pique people’s curiosity and entice them to take the cards from the rack. On the reverse of the card a checklist gave people more reasons to visit Darling Harbour and Month of Love.
We’ve heard that 9 people have proposed at Darling Harbour because of Month of Love? Luuuurve is definitely in the air in Darling Harbour. There have been nine proposals that we know of at Month of Love 2016. One proposal was from a lady who took advantage of the leap year to ask her man—by spelling out ‘will you marry me’ in his favourite snack foods.
One man asked us to help stage his marriage proposal. Following on from the success of proposals in fireworks last year, we had to up the ante, so when Jovy wanted to use the construction hoardings around ICC Sydney, we put our thinking caps on. We helped Jovy to spell out the question, ‘Marry me, Jana?’ in roses on the two-metre-high hoarding, which was kept hidden behind a curtain until the big moment. After dinner Jovy took Jana on a stroll through Darling Harbour, and dropped to one knee in front of the now-revealed sign. She said yes!
About the Campaign
15,000 x 2 different postcards were released on Wednesday 27 January in metropolitan Sydney throughout all venues in Avant Card’s distribution network targeting all markets.
“We don’t have all our stats back yet but at this stage we can say that there was an 11% increase in traffic to Month of Love event page on darlingharbour.com YOY, to which Avant Card would have contributed.”
“We have been extremely happy with our postcards and responses thus far and have found it a great channel for us to reach our target market.”
About Month of Love
Month of Love is an annual celebration of love in all its forms and in the lead-up to Valentine’s Day and the Sydney Gay and Lesbian Mardi Gras. Month of Love was created as a business driver event to drive visitation during the transformation of Darling Harbour. The event is anchored around Valentine’s Day and the Mardi Gras celebrations with our partnership with the Sydney Gay and Lesbian Mardi Gras. Month of Love celebrates love in all its forms and features mainly-FREE and ticketed family-friendly entertainment, activations, talks and performances across Darling Harbour. Month of Love was initiated by Sydney Harbour Foreshore Authority with the support of the Darling Harbour Alliance. The Darling Harbour Alliance is a public / private partnership between the Sydney Harbour Foreshore Authority and core tenants of Darling Harbour.
The Darling Harbour Alliance comprises Sydney Harbour Foreshore Authority, the Australian National Maritime Museum, IMAX Theatre, Darling Park and Cockle Bay Wharf, Darling Quarter, Harbourside Shopping Centre and Merlin Entertainments (SEA LIFE Sydney Aquarium, Madame Tussauds, WILD LIFE Sydney Zoo).