To launch Sydney’s newest culinary precinct, Neon Black brought Hay St Market at Paddy’s to life with a high-impact campaign spanning earned media, broadcast, social, and experiential moments. The result? A national spotlight on 48 traders across 25 cuisines, a ribbon cut by the Prime Minister, 520 media clippings, 1.4 million+ social impressions, and a +5000% spike in search interest, cementing Hay St Market as Sydney’s newest cultural landmark.