$25 Lunch Campaign
Concept Development / Design and Art Direction / Content Development / Copywriting / Photography and Styling / Production / Signage / Environmental Graphics / Wayfinding
Development of an integrated marketing campaign to promote the food and beverage precinct at the iconic Sydney Opera House. Despite being one of the most well-known and visited attractions in the country, the Opera House was struggling to attract day-time patronage for its F&B tenancies. Targeting city workers, city residents, interstate visitors and international tourists, the campaign focussed on educating the various audiences on the complete breadth of dining options available within the precinct, as well as provide a limited-time incentive for trial. Working closely with the Opera House marketing team, The Gallery conceived a $25 Lunch Menu, served with an eye-catching visual identity and cookbook-standard food photography.