Castletown’s Express Lane campaign was developed in response to insights from a GapMaps report, which identified thousands of workers commuting into Townsville’s CBD, located only minutes from Castletown Shopping Centre. Leveraging this opportunity, the campaign was designed to connect these workers while supporting centre retailers to increase their mid-week sales.

The result was an online booking platform which provided a streamlined way for Townsville workers to make the most of their lunch break by pre-ordering food and booking express beauty and fitness services. The campaign was executed with a custom photography shoot (creative directed by Sarah) that featured across in-centre signage, digital billboards, targeted digital advertising, and influencer partnerships to deliver meaningful commercial outcomes for retail partners.

The campaign was highly successful, with a +29.25% average increase in participating retailer sales, and was awarded Runner Up in the Retailer Support category at the Shopping Centre Council of Australia’s Marketing Awards in October 2025.