KAIPARA

Recipe
Written By Rachel Abad

TRANSFORMING 260 COLLINS INTO A PREMIER MIXED-USE DESTINATION WITH PR

260 Collins was previously a struggling retail space in the heart of the Melbourne CBD and was acquired by UBS and Kaipara to revitalise the asset. The aim was to reposition the site as a vibrant hub that appeals to both businesses and the public, creating a mixed-use space that would bring new energy to Melbourne’s commercial scene. The development faced market scepticism, making strategic PR essential to build momentum, attract tenants, and shape a positive public perception.

Working at Papermill, I supported the development of a comprehensive PR strategy with Kaipara, aligning communications with the project’s lifecycle. With intentional media releases we began by announcing the project and publicising the designers that will establish 260 Collins as a future landmark in Melbourne’s CBD. Tenant announcements were rolled out in the announcement, positioning the development as a prime location for diverse businesses. Securing a prominent feature in the Australian Financial Review (AFR) further elevated Kaipara’s profile, underscoring their role as a leading developer in Melbourne’s property scene.

DELIVERABLES

  • PR Roadmap and strategy

  • Media materials including press releases and press kit

  • Media pitching to secure milestone coverage

  • Client liaison

Rachel Abad
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