The Client

Robina Town Centre is the ultimate shopping, dining and leisure destination on the Gold Coast, Qld.


The Brief

‘Create a digital platform where stories can inspire and enhance local living.’


The Audience

A growing population, at various life stages, with broad interests but shared, common ideals.


The Solution

Having reviewed research on local interests, Plump + Spry created content pillars with primary SEO keywords established. The digital destination was built and named ‘The Drift’ – taking its cue from the natural surrounds and laid-back locals. Content was rolled out on a weekly basis with a focus on the latest events and products, outdoor culture, inspired
food choices and community values.


The Result

With a supported digital campaign, the website steadily gained traffic and organic search improved. Content was also translated into social streams where it garnered higher engagement levels than other content.

We continue to create and deliver engaging stories on an ongoing basis.