A conceptual integrated marketing campaign for National Trust of Australia (Victoria)’s Vintage Clothing Sale 2025.
Insights
57% of Australians are secondhand purchasers, with clothing taking up the most significant portion of their consumption.
Drivers
- Shifting preference towards sustainable fashion from Millennials and Gen Z Australians
- Rising appeal to use vintage items to express individuality, along with the revival of 50s and 80s fashion
- Increasing willingness to opt for vintage items as a cost-saving measure due to declined disposable income
Challenges
- Consumers’ concerns over hygiene, negative energy and size availability
- Consumers’ low awareness level of true vintage
Communication Opportunities
- Tailor promotional content to resonate with different audience segments and appeal to their unique interests and motivations.
- Blends emotional resonance and informative details, fostering audience engagement and cultivating positive relationships.
- Highlight NTAV’s brand mission of cultural preservation as a unique selling point, connecting NTAV’s expertise and knowledge to the Vintage Sale.
Communication Objectives
- Gain a 5% increase in social media interaction and engagement (including followers, likes, shares comments, clicks, and views) within 5 months.
- Increase participation in Vintage Clothing Sales by 5% compared to 2024.
- Drive perception of the Vintage Clothing Sale as a sustainable and fashionable event among the target audience by the end of March 2025.
Strategy
We’ll differentiate the event through storytelling, sharing compelling narratives behind each vintage piece that fosters emotional connectionsby reflecting consumers’ lives and memories.
Our 5-month integrated marketing campaign leveraging social media, influencers, omnichannel promotions including earned media. We will create buzz and position Vintage Clothing Sale as a sustainable, fashionable event in the Victoria market.
Big idea?
Vintage items carry historical significance & emotional narratives.
We are dedicated to perpetuating and disseminating the timeless beauty of fashion, enabling the convergence of past styles with the present, thus engendering a novel fashion experience.
Launch Campaign OOH
Conceptual graphic design assets created by me.
