2022 - 2024

Mānawa Bay Brand Creation & Development

The Challenge

How to develop and market a new retail brand proposition for NZ when faced with a highly competitive market and tight economic climate. The brand had to resonate with the retail leasing marketing across Australia and New Zealand and connect with prospective shoppers both for opening and in the trading years ahead.

We needed to let the market know Mānawa Bay was launching to stimulate demand from prospective tenants in the consideration stage and those who may not yet be aware of the development. We needed a well planned and executed B2B and B2C plan

The Approach

I led the project to create a brand proposition, strategy and identity that intrinsically linked to the architectural retail development and the cultural significance of the land.  Tapping into the market and customer insights to craft an offering with a clear point of difference in the market.

In-depth customer research to support the offering and creation of a 2-year marketing roadmap for both B2B and B2C  The B2B plan needed to be tightly targeted to attract the tight leasing market in order to hit target leasing for success. A digital strategy across paid, owned and earned across channels and audiences across B2B & B2C and a website to support the offer to attract both tenants and customers.

Nothing quite like it

The work

  • Mānawa Bay Centre Signage

    Mānawa Bay Centre Signage

  • Mānawa Bay Branding

    Mānawa Bay Branding

  • Mānawa Bay Pre Launch Renders

    Mānawa Bay Pre Launch Renders

  • Mānawa Bay Retailer Announcements

    Mānawa Bay Retailer Announcements

  • Mānawa Bay Hoardings

    Mānawa Bay Hoardings

  • Mānawa Bay Invites

    Mānawa Bay Invites

  • Mānawa Bay Brand Palette

    Mānawa Bay Brand Palette

  • Mānawa Bay Billboard

    Mānawa Bay Billboard

  • Mānawa Bay Typography

    Mānawa Bay Typography

  • Mānawa Bay Billboard

    Mānawa Bay Billboard

  • Mānawa Bay Social Templates

    Mānawa Bay Social Templates

  • Mānawa Bay Leasing Brochure

    Mānawa Bay Leasing Brochure

  • Mānawa Bay Website

    Mānawa Bay Website

The Results

Over 90% leased for the September 2024 opening, a phenomenal result, especially given the economic climate. The opening weeks smashed all footfall and transaction targets.

Engaged growing database across B2C and B2B with EDM open rates above norms at 65% average and social engagement metrics surpassing industry norms.

Growing brand awareness via Tracksuit tracking with positive customer sentiment.

manawabay.co.nz

Next Project

Next Project

AKL Employee Brand

An extension of the AKL Masterbrand project to evolve organisation values