A place of many stories.

ISPT and JLL

Opportunity:

ISPT is a leading property group with a diverse portfolio of assets in retail, commercial, hospitality, logistics and infrastructure. One such asset is Karingal Hub – a sub-regional shopping centre in Frankston that was undergoing a $160 million redevelopment. This would introduce a vibrant new dining and entertainment precinct, market style fresh food experience, countless new retailers and more free parking to the development.

In line with its redevelopment, we were engaged to help refresh the Karingal Hub identity both throughout the process and beyond completion.

+ Strategy
+ Creative
+ Content
+ Public Relations
+ Events

Strategy:

Our job was to create a unifying brand, experience, strategy and execution that would make Karingal Hub the gateway to the Peninsula and the shopping precinct of choice in the region.

To help bring the brand strategy to life, we developed an Experience Framework that brought together the development’s guiding principles, informing the type of experience that would best deliver upon business, brand and stakeholder goals.

Then, to introduce the new Karingal Hub to the region, we developed a consumer facing creative platform in alignment with the brand strategy that bared the ‘for the love of’ messaging – a platform that reinforced the idea that Karingal Hub is a place that provides everything you love in one place.

Success:

Ultimately, the new creative proved to be iconic, distinctly ownable, and agile enough to be adapted to brand, seasonal and operational messaging. ‘For the love…’ realised significant business goals, making Karingal Hub one of the highest-performing centres in terms of Net Promoter Score (NPS) in the JLL portfolio. Every performance target was exceeded, most notably:
– 96% leased – above target and a remarkable result during Covid-19
– Supermarket sales exceeded target by 10%
– Traffic exceeded the target by 4.5%, reaching 4.7million – increase of 69.5% on June 2021 MAT

There was a powerful shift in customer sentiment: 96.12% of shoppers feel ‘very positive’ or ‘positive’ towards the centre, compared to 60% prior to redevelopment