Glen Eira Leisure
Carnegie Memorial Swimming Pool Launch
BRAND: Glen Eira Leisure
PRODUCT/SERVICE: New Carnegie Memorial Swimming Pool
TARGET AUDIENCE: Families in Glen Eira, all City Council members
SMP: Building Your Legacy
MEDIA: Social media, Multi-channel launch campaign
Insight: Carnegie Pool’s renovation united heritage preservation with modern upgrades, offering families a safe space and council a project of lasting community value
Target Persona:
The campaign targeted families in Glen Eira who value safe, engaging community facilities, along with City Council members invested in initiatives that create lasting community impact.
Idea:
The core idea, “Building Your Legacy,” a chance for residents to join and be part of something lasting, linking membership to pride, emotional connection, and meaningful community experiences.
Competition:
Other local swimming centres and leisure facilities in surrounding suburbs.
Why It Worked:
The campaign encouraged sign-ups by tying membership to community impact and personal pride. It strengthened the bond between families and the pool while delivering the SMP, “Building Your Legacy.”
Opportunity:
The campaign allowed the opening of the new Carnegie Memorial Swimming Pool to position Glen Eira Leisure as a community hub with lasting impact, highlighting modern facilities and family-friendly programs that support generations of residents.
