Queen Victoria Market to undertake online brand makeover

Posted by Daniel Palmer on 9th September 2008

Queen Victoria Market, one of Melbourne’s iconic landmarks, is looking to boost its brand online by creating a destination that replicates the market’s unique sensory experiences.

Digital agency Citrus has been appointed to overhaul the Queen Victoria Market website in a bid to drive traffic to all sections of the market and leverage its brand assets such as the night market, cooking classes and industry training.

Targeting local shoppers, tourists and the wider public, the site aims to leverage the brand’s iconic brand status and affinity with Melburnians and visitors alike through rich online experiences that reflect the brand essence around value, heritage and quality. The redevelopment will also involve building a database to communicate regularly with customers.

Sooz Yip, Marketing Officer at Queen Victoria Market, believes that the renowned brand could be greatly strengthened by a more prominent online presence. “Optimising the potential of our brand online will help us achieve our key business objectives to increase traffic to the market and build greater awareness of our other brand assets.”

Peter Noble, CEO of Citrus, said the agency helped Queen Victoria Market understand the power of their brand by revisiting its values around heritage, quality and value. “We took a deep dive approach with Queen Victoria Market to understand their business, brand and consumer challenges. We wanted to connect the essence of the brand through all touch points and create experiences around all the different reasons people visit the website,” he reported. “We’re thrilled to be working on this brief to elevate such an iconic brand in the digital sphere and recreate a rich tapestry of online experiences.”

Due to go live later this year, the website will support Queen Victoria Market’s other marketing initiatives such as advertising campaigns and cultural & special events. Phase two of the website development will involve developing deeper functionality to optimise trader interaction.

With research indicating that over 50% of Australians utilise the internet before making a purchase, businesses, like the Queen Victoria Market, are realising a strong and positive online presence is often paramount to business success. Not only does it provide a source of information, but it can also provide an indication of what to expect from the business and an experience that can build the relationship with the consumer.