Central Park wins National Marketing Excellence Award for Innovative Art Activation

One of Perth’s most iconic towers, Central Park, has taken home the national Experiential Marketing Award for ‘Benchmark’ at the 2024 AMI Marketing Excellence Awards.

A bold artist-led community activation, the Benchmark initiative provided an opportunity for Western Australian artists to showcase their talent within Central Park’s sprawling green space and for audiences to immerse themselves in a world of creativity.

Through a series of two-day interactive events, tenants and the wider community were treated to live painting sessions, artist demonstrations, roaming entertainment, live music and interactive storytelling.

The centrepiece of the initiative was a series of park benches that became the artists canvas’, transforming into colourful creations.

A total of eight artists were involved in the activations on 11-12 November 2023 and 13-14 and 28-29 September 2023, rounding out a new public art collection on the tower’s doorstep.

Central Park General Manager, Tim Ward said there has been an overwhelming response to Benchmark from visitors and tenants.

He added: “Central Park is proud to have been recognised for such a unique and vibrant activation on a national stage. Benchmark provided a platform for local artists to showcase their talent beyond the gallery walls while captivating interest, attracting people to Central Park and engaging the community on a deeper level. It’s not every day that you have an opportunity to integrate art and culture into a corporate environment.

“Our partnerships with AdSocial, Block Branding, and Twine Ideas, were instrumental in creating a unique and engaging activation for our tenants and the wider Perth community. The success of the unique activation has confirmed Central Park’s ongoing commitment to supporting arts and culture initiatives such as this.”

The 2024 AMI Marketing Excellence Awards were held in Melbourne in October with accolades presented across 17 Campaign Categories and 11 Special Categories.

Central Park’s investment in the arts and innovative use of its spaces is part of its broader commitment to enhancing work-life balance for tenants, their employees and the Perth community.

For more information on news and events at Central Park, head to https://centralparktower.com.au/news-events.