CASE STUDY • TOURISM
How Video Was The Backbone Of
Main Street Mornington's Brand Refresh
Main Street Mornington is the beating heart of one of Victoria’s most beloved coastal destinations. Home to independent cafes, boutique retailers, award-winning restaurants, and live music venues, it is the front door to the Mornington Peninsula for millions of visitors each year.
In 2023, the Mornington Chamber of Commerce approached Fixon Media Group to help drive foot traffic back to the street’s traders following a difficult post-COVID period. What started as a targeted social media campaign became an ongoing creative partnership that has since grown to create video for a full brand and website refresh.
CLIENT
Main Street Mornington, Mornington Chamber of Commerce
YEAR
2023-Present
LOCATION
Mornington, Victoria
SECTOR
Tourism
SERVICES
Social Media Video, Brand Films, Website Video
THE CHALLENGE
Getting day-trippers to stay, spend, and come back.
Despite the Mornington Peninsula receiving over 8 million visitors in 2023, many of the traders on Main Street were struggling. With 75% of those visitors being day-trippers, converting footfall into meaningful spend for the street’s smaller, family-run businesses had become increasingly difficult.
The Chamber needed content that would make Mornington feel like a destination worth lingering in, not just a place to pass through on the way to the Peninsula.
THE sOLUTION
40+ traders. One summer. A street brought to life.
We recommended a suite of short social media content pieces posted across the Main Street Mornington Instagram and Facebook pages throughout the lead-up to summer and beyond.
Rather than focusing on the national chains with existing resources, the campaign was deliberately built around the street’s smaller, family-run businesses, the ones with the most to gain and the least support behind them.
Between September and December 2023, we visited over 40 traders to produce individual short form content pieces. Some highlighted specific experience; from the Winey Cow’s boozy brunch to live performances at God’s Kitchen. Others combined similar businesses into collaborated reels, giving viewers a ready-made itinerary for a day on the street.
The goal was simple: make people feel like they were missing out if they weren’t there.
BRAND FILM PRODUCED
THE RESULT
A campaign that worked. A relationship that grew.
The feedback from traders who participated was overwhelmingly positive, with many reporting improved customer traffic across the summer months. The campaign achieved what it set out to do – put the street’s independent businesses in front of an audience that hadn’t been coming through the door.
But the more significant outcome was what it led to. The success of the 2023 campaign established a foundation of trust between Fixon Media Group and the Main Street Mornington team, and the relationship has continued to grow since.
MOVING FORWARD
From social content to a full brand presence.
In the years since the initial campaign, Fixon Media Group has continued to work with Main Street Mornington across multiple projects, including fresh social reels to keep the street’s digital presence current, and most recently a cinematic website header video and brand film produced as part of a full brand and website refresh.
The website video was designed to capture the energy, warmth, and personality of Main Street in a single piece of content, giving every visitor to the new site an immediate sense of what makes the destination worth their time.
WORK WITH US
Ready to build something like this?
Whether you need a single film or a long-term content partnership, start with a conversation.