DFO launched its new marketing strategy with the Those in the Know, DFO campaign early in 2024.
The campaign repositioned DFOs as go-to destinations rather than cheap places to transact, using colourful and a fresh tone of voice to better engage shoppers and encourage a stronger emotional connection to increase spend and frequency.
Rebranding one of the most recognisable shopping precincts brands in Australia, is no mean feat, especially considering the integral role DFO plays in Vicinity’s strategy.
At the heart of the campaign is Head of Brand, Marketing, and Experience, Martine Criswick, and DFO Brand Experience Manager, Danielle Sita. Experienced marketers with a deep understanding of DFO and the role it plays in the broader Vicinity portfolio, Martine and Danielle share the inside story of how the rebrand came to life.