Leveraging hyperlocal leasing expertise, the seasonal popup assembled more than 13 specialty stallholders, each selected to create a compelling blend of family entertainment, festive food options and engaging holiday activities. The experience was designed specifically to draw families into the CBD, transforming a historically quiet weekend into a vibrant community gathering. The marketing campaign for the activation made use of Canberra Centre's digital screens and social media footprint, with engaging Instagram reels and geofenced Facebook ads ensuring the activation reached both loyal visitors and untapped audiences.

The impact was significant: Festive Lane dramatically increased weekend foot traffic through the city centre and boosted sales for adjacent retailers. The popup also established a network of local businesses for future seasonal events—creating a sustainable asset for ongoing renewal and serving as a catalyst for shifting visitor perceptions of Canberra's CBD.