The Haymarket Alliance

Unlocking behavioural insights to inform the local economic development strategy

Challenge

The Haymarket Alliance, a not-for-profit community organisation, was established to represent and support the diverse businesses and groups within the Haymarket precinct in Sydney. Following the success of initiatives like the Neon Playground Festival and Lunar New Year activations, the Alliance sought to bolster economic growth by creating a Consumer Improvement District (CID).

To achieve this, the Alliance needed detailed insights about the area:

• Who visits Haymarket?
• Where do they come from?
• What are their demographic profiles?

This data was critical for informing landowners, business operators, and stakeholders about key trends and behaviours, enabling targeted marketing campaigns and strategic decision-making. As this was the first time such comprehensive data collection was undertaken for Chinatown, the pressure was on to deliver accurate, actionable insights.

Solution

The Haymarket Alliance partnered with Pathzz to unlock valuable location and consumer insights. Using Pathzz’s advanced Consumer Insights platform, the Alliance was able to:

• Identify the origins of visitors and track their movement patterns within the precinct.
• Access demographic breakdowns, including age groups and spending habits.
• Compare historical data to inform strategies for the upcoming March 2025 Neon Playground Festival.

Pathzz’s platform made it easy to share insights through a monthly newsletter, allowing landlords and business owners to understand trends over time. These insights were then leveraged to design highly targeted print and digital advertising campaigns aimed at attracting and engaging the right audience.

Result

By using Pathzz, the Haymarket Alliance achieved the following:

• Improved Understanding: For the first time, detailed visitor data specific to Haymarket was collected, providing unprecedented insights.
• Informed Campaigns: Advertising efforts were refined to target high-value visitor groups, ensuring better ROI.
• Stakeholder Engagement: Monthly newsletters equipped stakeholders with reliable data to track performance and plan initiatives.
• Strategic Growth: The Alliance is now better positioned to make informed decisions that support the economic development of the precinct.

As the March 2025 Neon Playground Festival approaches, the Alliance has a robust strategy in place to maximise attendance and engagement, ensuring the event’s success.

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