The International Donut Day Activation was tailored specifically for 120 Collins Street.
The strategy to engage existing registered portal tenants, as well as drive portal database growth, was to offer a limited number of free donuts to those who registered. This was advertised on signage during the prepromotion phase in the lobby, on the portal and through the customer service representatives at 120 Collins Street.
To establish community engagement we created a dedicated International Donut Day activation area. This eye catching and fun lobby installation included a donut station decorated with a colourful balloon garland, custom-made donut balloons of which were hand painted and decorated plus colourful and fun furniture.
Specialty donut artists in donut inspired uniforms were on hand decorating customised donuts from an array of delicious toppings which included decadent fondants, toppings and glazes.
Equiem staff were available to register tenants on the spot which further increased portal database growth and created conversation opportunities to strengthen ties and ensure positive interaction between the asset and tenants.