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Australian creative agency Alphabet developed a new brand strategy, identity and campaign aimed at driving Sydneysiders to a dining and nightlife precinct in The Rocks. The strategy centers on the idea of 'X marks the spot’ and the creation of an umbrella brand encompassing the precinct and key venues within it. This proposition lead to a new name and identity for the location: ArgyleXchange.

To launch the brand, Alphabet developed a two-stage campaign. A ‘teaser’ phase utilized guerrilla tactics such as chalk art and street posters, along with social media and online advertising, to create intrigue using the X in a range of executions. The ‘reveal’ phase followed, with press and online advertising, website, postcard campaign and city light posters connecting the teaser images with the destination and the new name. The campaign has sparked a significant increase in patronage to the precinct.

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