25 Martin Place

Reimagining an Icon - Dexus engaged MINT to communicate the reimagining of the MLC Centre into 25 Martin Place in 2022, in an effort to position the landmark back to its icon status.

Through staggered development unveilings, progressive media dinners, social content, performances and events, MINT positioned the plaza as the place to see and be seen in Sydney.

After less than 12 months, 98% of communications switched the naming default from MLC to 25 Martin Place, with footfall, tenancy and restaurant bookings higher than ever. 

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