THE FACTS:

Chapel Street, South Yarra, is an iconic shopping and entertainment hub in Melbourne’s inner southeast.

In an attempt to combat the lower spending impulses of people in tougher economic times (as is the present case with the Global Financial Crisis), Chapel Street traders have organised advertising on a tram that runs along the shopping strip.

The Route 78/79 tram will display advertising for the website chapelstreet.com.au until August 2009.

THE VIEWS:

Stonnington Mayor Claude Ullin, as reported in Stonnington Leader:

“(It’s a) reminder to people traveling from St Kilda to North Richmond that on their doorstep is one of the best shopping precincts in the world.”

BREAKING IT DOWN:

A) Retail traders associations will often come up with clever advertising campaigns to try to kickstart stalling sales.

The Chapel Street retailers have shown good business sense in trying to increase their profile in tough times.

WHAT’S YOUR OPINION?

Will the measures taken by Chapel Street shop owners increase their sales during a difficult patch?

Do you think you are more likely to buy from a shop if inventive advertising is used?

Are there other advertising techniques that would be more effective for the shop owners of Chapel Street?