Situated at the end of Central Pier's historic runway in the Docklands, Alumbra is Melbourne's premier waterfront cocktail bar and nightclub housed in a heritage-listed 1914 cargo shed. Alumbra relocated to Central Pier in May 2007, following five successful years of trading at Southwharf.

The brief
Alumbra approached Keep Left in early 2007 to re-launch the venue in its stunning new home at Central Pier Docklands. Breathing new life into an old venue is never easy, and the team had to find a hook that would reel the punters and the media through the door.

How we helped
Drawing on Alumbra's Buddhist heritage and spiritual undertones, Keep Left developed a launch campaign around the theme of ‘reincarnation,' to essentially bring the venue back to life. The campaign involved creating momentum for the opening via high profile photo opportunities in mX and the Herald Sun, executing a star-studded reincarnation party with over 400 attendees, and securing blanket coverage in Melbourne's social pages and street press in the weeks following the relaunch.

The results
By the end of the campaign, Alumbra had chalked up 62 pieces of coverage in short, medium and long lead media and was firmly back on the map of Melbourne's social scene. To maintain this momentum following the launch, Keep Left embarked upon a proactive media relations campaign to industry and consumer media, which resulted in six months of extended coverage for Alumbra.