- Creative ideation
- Communications & PR strategy
- Print design & production
- Digital banners & EDMs
- Social media
- Video & illustration
VicRoads appointed Icon Agency to develop and execute an awareness-building advertising campaign to support local traders and businesses during the demolition and reconstruction of the English Street Bridge, in Essendon Fields.
A LOCAL CAMPAIGN WITH A LONG-TERM VIEW
The English Street Bridge is the main access point for the Essendon Fields Shopping Centre, the Essendon Airport and some of the area’s major employers. The closure of the bridge had the potential to cause significant disruption for local businesses and traders. Our advertising campaign was designed to reassure the local community that they could access the area during the works period, that it was ‘business as usual’ for Essendon Fields traders, and that some short-term inconvenience would lead to long-term benefits.
MANAGING THE NARRATIVE
The temporary closure of the English Street Bridge was expected to cause disruptions for traders and employers, and inconvenience and delays for customers and staff. The works were also taking place during school holidays, a usually busy period for local businesses.
The challenge for our campaign was to ensure our audience recognised the long-term benefits they would gain following the short-term inconvenience of detours and delays during construction.
A POSITIVE, FUTURE-FOCUSED APPROACH
We used a bright and cheerful illustrative style for this campaign, and created a ‘feel good’ narrative that, while acknowledging the short-term inconveniences, puts the emphasis on the long-term benefits the project would deliver – safer and easier access for all transport modes. We also ensured the audience understood the Essendon Fields Shopping Centre and nearby services were open as always, and ready to welcome their regular customers.
STRENGTHENING COMMUNITY CONNECTIONS
Our adopted visual style gave this campaign a community feel, with recognisable landmarks recreated as quirky illustrations. Our approach invited the audience to connect with the project via a welcoming visual language – free of the barricades, heavy machinery and hard hat-style imagery usually associated with construction projects.
Our creative was implemented across print, digital and social media. Following the success of this campaign, Icon Agency and VicRoads have continued to collaborate on a range of communications and behaviour-change projects.