Iconic sights, sounds and faces hero a bold new brand campaign that reflects Rundle Mall’s evolving identity and reputation as the heart of the city and more than just a shopping destination.
The campaign introduces the Mall’s new positioning – ‘Only Rundle Mall’ – which seeks to showcase the depth and breadth of its offering and sets it apart from any other destination in the state.
Two years of precinct planning, informed by a research-based place-making strategy, has seen the Adelaide Economic Development Agency redefine Rundle Mall’s offering beyond shopping to also become a destination for food, art, entertainment and culture.
As a result, Rundle Mall’s tenancy mix has been curated to include an expanded and heightened food and beverage offering and the addition of a day/night entertainment precinct with arcade games, dodgem cars, ten-pin bowling and challenge rooms.
Together with the programming of award-winning events, activations and festivals, the revised offering has increased the number of unexpected experiences to be had in Rundle Mall and helped grow the night-time economy beyond traditional retail opening hours.
‘Only Rundle Mall’ is brought to life through the Mall’s blend of heritage and contemporary and the authentic stories of iconic Rundle Mall faces such as buskers Bobo and Oscar and spruiker Frank Ratta.
With vibrant photography and videography, the campaign features locations synonymous with Rundle Mall, such as Beehive Corner and Adelaide Arcade, icons including the mirrored, stainless-steel Pigeon, the Mall’s Balls and the four bronze pigs, and much-loved favourites like Magic Cave.
Launched this month, the campaign will initially feature across digital paid media as well as Rundle Mall’s website and social media, plinths and banners along the 520-metre length of the Mall, and outdoor screens and bus stops across the city.
“As South Australians we all have memories of days out shopping in Rundle Mall and this campaign aims to reconnect with their hearts and minds while enticing tourists to visit,” says Andrew White, Adelaide Economic Development Agency’s Executive Manager, Rundle Mall.
“Rundle Mall is an iconic landmark, the beating heart of Adelaide, and a place that’s deeply woven into the fabric of South Australia.
“The campaign reaffirms that position while bringing to life how everything you can see and experience in the Mall has evolved in the last few years.
“With 700 retailers, 300 services and flagship stores for local, national and international brands, its appeal as a shopping destination is undeniable, but there’s so much more to Rundle Mall.
“Loved by locals and a must-visit for tourists, it’s a place where memories are made at any age and where you come to experience a unique piece of South Australia that can’t be found anywhere else.
“You shop, but you also come to Rundle Mall to eat, explore and be entertained.
“In Rundle Mall, a shopping trip leads to a long lunch, a quick trip to the bank becomes a coffee catch-up, and knock-offs kick on to a night out.
“Through this campaign, and our ‘Only Rundle Mall’ positioning, we want to show that Rundle Mall is a one-of-a-kind experience every time you visit, and a place that has something for everyone.”
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