INTRODUCTION
This document outlines South Bank’s retail marketing plan for the 2026/27 financial year.
The plan has been developed to align with and support South Bank’s broader Destination, Events and Marketing Strategy, with a continued focus on increasing visitation to the precinct and driving retail spend throughout the year.
As the new South Bank brand continues to mature and strengthen within market, the 2026/27 approach builds on the momentum established through the evolution of our unified marketing platforms and growing audience reach. The plan is designed to further position South Bank as one of Brisbane’s most recognised and soughtafter lifestyle, dining, and cultural destinations.
Our retail marketing activity will leverage South Bank’s integrated digital channels alongside owned events, partnerships, and hosted precinct activations to elevate the visitor experience and support retailer performance across the precinct. The implementation and creative direction is underpinned by four core focus areas:
• Digital Media
• Brand Awareness and Retail Campaigns
• Precinct Events and Activations
• Retailer Programs and Initiatives
This document is intended as a high-level overview of the proposed marketing activity and event calendar for the year ahead.
We look forward to continuing to work collaboratively with retailers, providing marketing support that complements your own internal marketing and communications activity.
Our team’s contact details are included should you require any additional information or wish to discuss opportunities further.
OBJECTIVES
The primary objective of the 2026/27 Retail Marketing Plan is to strengthen awareness, engagement, and visitation for South Bank Corporation retailers through an integrated and multi-layered marketing approach that:
• Continues to position South Bank as Brisbane’s leading dining and lifestyle precinct for local, interstate, and international audiences.
• Builds on South Bank’s established market presence and new brand recognition to create compelling campaigns, activations, and visitor experiences.
• Utilises precinct strengths to deliver unique events and retail-led initiatives that encourage audiences to visit, explore, and dine within the precinct.
• Leverages the growing Visit South Bank audience and digital ecosystem to drive awareness and visitation.
• Provides audiences with clear and compelling reasons to choose South Bank retailers over competing dining and entertainment destinations.
• Increases precinct visitation, foot traffic, and retail expenditure.
• Supports continued database growth and audience acquisition.
• Maximises opportunities presented by major events and surrounding city activity to attract new audiences into the precinct.
• Showcases retailer offerings, promotions, experiences, and unique differences to drive ongoing patronage throughout the year.
DELIVERABLES
The following deliverables form the foundation of the 2026/27 Retail Marketing Strategy and have been developed to increase awareness, engagement, and preference for the South Bank dining precinct while supporting retailer growth and commercial performance.
DIGITAL MEDIA
To achieve the objectives outlined within this strategy, South Bank will continue to implement an integrated digital marketing approach incorporating owned, earned, and paid media activity designed to strengthen brand visibility and drive visitation.
A key priority for 2026/27 will be the continued growth and optimisation of South Bank’s unified digital platforms, which has now established itself in market as the central destination for discovering dining, events, arts, culture, and lifestyle experiences across the precinct.
Core channels include:
• Website: visitsouthbank.com.au
• Social Media Channels: @visitsouthbank
• Database Communications and eNewsletters
These channels will continue to play a critical role in promoting retail campaigns, precinct events, seasonal activity, and retailer-specific promotions.
Following the successful integration of South Bank’s previous standalone digital platforms including What’s On, eatSouthBank, and the corporate website, the precinct now benefits from a single, cohesive digital destination that provides users with a more seamless and engaging experience.
This integrated approach allows South Bank to move beyond simply sharing information and instead curate a connected customer journey that encourages exploration, longer engagement, and increased conversion opportunities across retail, dining, and events.
As the South Bank brand continues to strengthen within market, these consolidated platforms also support stronger destination storytelling, increased audience reach, improved campaign performance, and greater cohesion across all marketing communications.
Ultimately, the continued evolution of South Bank’s digital presence provides a stronger foundation for long-term audience growth, retailer exposure, and visitation outcomes.
SOCIAL MEDIA TRAFFIC
210,000
The number of people who like the Visit South Bank Facebook Page
59,400
The number of people who follow the Visit South Bank Instagram page.
WEBSITE TRAFFIC
1,540,899 SESSIONS
The amount of visits our websites have had.
964,809 USERS
The number of people who interacted with our sites.
EMAIL MARKETING
270,000 Followers across all social media platforms
58, 014 SUBSCRIBERS
Across the Visit South Bank database.
1,855,358 PAGE VIEWS
The number of pages viewed on our websites.
21% AVERAGE OPEN RATE
This is above the industry standard across both food and events.
BLAST OFF
Since launch of our new brand, digital engagement skyrocketed 129.2%: Website traffic surged, with the ‘Eat & Drink’ page seeing a 129.5% increase and ‘Visit South Bank’ a 20% increase in views.
2.45% AVERAGE CLICK THROUGH RATE
We excel here. More than double the industry standard.
AWARENESS AND RETAIL CAMPAIGNS
Throughout the 2026/27 financial year, broad-reaching brand and retail campaigns will be delivered under the unified South Bank brand to further strengthen awareness, preference, and visitation to the precinct.
Campaign activity will align with key seasonal moments, cultural celebrations, major events, and precinct activations to maximise audience engagement and retail outcomes.
Proposed campaign periods may include, but are not limited to:
JUL
• End of Financial Year Celebrations and Functions
• FIFA World Cup
SEP
• Brisbane Festival Campaign
NOV-DEC
• Festive Functions
JUL - AUG
• Winter Retail/ Car Park Campaign
DEC
• New Year’s Eve
DEC-JAN
• Summer School Holidays
MAY JUN
• Valentine’s Day
• Easter Campaign
• State of Origin FEB
• Autumn School Holidays APR
Campaign activity may incorporate a mix of:
• Digital, Outdoor, and Print Advertising
• Digital and Media Partnerships
• Mother’s Day
• Truck Show Meal Deals
• Influencer and Content Creator Engagement
• Public Relations Activity
• Media and Familiarisation Opportunities
EVENTS AND ACTIVATIONS
Produced, Sponsored & Partnered Events
Events continue to play a significant role in driving visitation and engagement within the South Bank precinct. As such, the Customer Experience team will continue delivering a scalable annual events and activations program designed to attract audiences and increase retail opportunities across the precinct.
The program will include a combination of South Bank Corporation-produced events alongside strategic sponsorship and partnership opportunities with established major events and cultural programs. Proposed events and activations for 2026/27 include:
JUL
• FIFA World Cup Live Site
APR
JAN
• Australian Open Live Site
• Lunar New Year
• Retail Brunch Event
• Easter Celebrations
SEP
• Brisbane Festival –Riverfire & Festival Garden
JAN-FEB
DEC
• Christmas Program
• New Year’s Eve Celebrations
• Summer at South Bank Program
MAY
• Truck Show Activation
EVENT HIGHLIGHTS FY 25/26
JUN
• Southwave
• Valentine’s Day
• Seafood Festival
MAR
• FeelGood Program
ONGOING
• Sunday Social
• South Bank Markets
CORE PLATFORMS & INITIATIVES
During 2026/27, South Bank will continue to review, enhance, and evolve key platforms and initiatives that support increased visitation, customer engagement, and retail spend opportunities across the precinct.
Key initiatives may include:
• South Bank Locals Rewards Program
• Parking Validation Initiatives
• Integration Opportunities with BCEC Conferences and Events
• Ongoing Asia-Ready Education and Promotional Activity
ADDITIONAL SERVICES AVAILABLE
As a South Bank Corporation retailer, you will continue to have access to a range of additional marketing and promotional support services throughout the year, subject to availability. These may include:
• Access to the Visit South Bank website and associated social channels to promote retailer campaigns, promotions, and events.
• Opportunities to participate in mobile vending during select precinct events.
• Access to the Visit South Bank database to promote retail news, special offers, and seasonal activity through eNewsletter communications.
• Content amplification across stakeholder and partner channels, including hotels.
• Competition and promotional partnership opportunities.
• Access to photography and content creation services, including food, retail, and event imagery. • Public relations and influencer engagement opportunities aligned with campaigns, activations, and retailer promotions.
