A refreshed visual identity increased utility of the Shrine logo across multiple applications and was rolled out across all corporate and public facing assets. Drawing from the Shrine's iconic form and features, the new brandmark continues our proud history and embraces the Shrine's 'shorthand' name. Created and delivered by Multiple Studio, the visual identity was a finalist in the 2021 Premier's Design Awards.
The new design featured in a major destination campaign that positioned the Shrine as 'Unforgettable', with placements across large format outdoor advertising, digital and social media, regional press and multicultural radio contributing to a significant boost in onsite visitation in the lead up to Anzac Day.
Digital engagement remained a key focus of marketing activity throughout the year. The website hosted over 190,000 sessions, notably 5,000 sessions for virtual tours, accessible to students and the general public. Live streaming of the Shrine's commemorative services continued, receiving over 300,000 video views.
Social media activity across Facebook, Instagram, YouTube and LinkedIn saw our social media following increase by 12 per cent to over 32,000, with over 127,000 organic engagements. Social advertising delivered 6.5 million impressions.
The suite of 'Identity' themed exhibitions was supported by integrated marketing campaigns with media highlights including a front page The Age: Spectrum
feature. Major services provided key moments to attract and reach large audiences both onsite and online. Remembrance Day provided an opportunity
to engage Melburnians with a three-hour ABC Radio Melbourne 'Secret History of the Shrine' segment. The Anzac Day Dawn Service had 4,196 media mentions reaching an audience of over 83 million, with an advertising space value of over $14 million.
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