Client: Coach
Coach redefined its connection with Gen Z and Millennials in Melbourne by launching an immersive experience celebrating the vibrant culture of the city. Transforming a car park into "The Tabby Laneway," Coach invited guests to explore themed boutiques inspired by the local culture their audience loves. We attracted 1841 guests, achieved 35m media impressions, and saw over 50% new customers. By blending global luxury with local identity, Coach boosted brand perception, driving record search volume for Tabby. Further demonstrating their alignment with the younger audiences' values of self-expression, culture and community, Coach meaningfully connected with a new generation.
