Local business driving local business

West Lynn is a vibrant local shopping strip in Central Auckland that adds to the character, convenience, creativity and charm of the Grey Lynn community and surrounds. In recent months, patronage of the West Lynn Shops has been severely compromised by the extensive roadworks in the area. Some business were at the risk of closing.

Lemonade saw the need to support local businesses at this time in a pragmatic manner, and so acted as a conduit between Auckland Transport, the Grey Lynn Business Association and the West Lynn Shops to facilitate and create a ’Shop the West Lynn Shops’ through-the-line retail campaign to drive store patronage and sales via a retail promotion. Along with the retail promotion, we developed an overall design style, flyers used in a mail drop and in-store, created the social media page & content including video posts, and produced POS posters and I HEART WEST LYNN decals.

Client
West Lynn shops and community
Project
Shop the West Lynn Shops
Service
Branding, Flyers, Social, POS Promotion & Posters, Decals
Challenge:

With the completion of the roadworks – and the return of the pathways, cycleways and parking – the challenge was to get people back to the West Lynn Shops.

Response:

As part of the West Lynn community, Lemonade felt a compulsion to help our West Lynn neighbours.  While a one-off opening event was proposed to say ‘goodbye roadworks and hello pathways, cycleways and parking’, Lemonade proposed that the more strategic and practical solution to driving sustained patronage and sales over the key retail month of December, was to run a hyper local promotional campaign for the West Lynn Shops.

Result:
Created practical and accessible marketing tools for the local community of shops to embrace, build on and continue to utilise – including a social media platform.  Drove patronage over a key retail month of December.   Started a conversation about creating an umbrella brand for the West Lynn shops to be a ‘personality’ and destination unto its own.