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    MACQUARIE CENTRE Making bold promises and delivering on them through experience. STARTING POINT Until recently, Macquarie Centre was a tired Sy… Read More
    MACQUARIE CENTRE Making bold promises and delivering on them through experience. STARTING POINT Until recently, Macquarie Centre was a tired Sydney suburban shopping mall. After a major redevelopment by owner AMP Capital, it re-opened last year, now boasting a premium fashion wing that’s unrivalled in north–western Sydney. No other centre in NSW can boast its mix of international majors, including H&M, Uniqlo, Zara and Gap. Our task was to move on from the launch campaign, Overload Your Senses, and develop a brand strategy to better align campaigns to experiences, collaborations and content. SOLUTION Lead The Way became our campaign direction to connect with our primary target of affluent fashion-forward shoppers. It underpins an effort to develop original experiences via collaborations with key influencers and artists. Spring/Summer launched to an event backed by a live soundtrack of Sydney Youth Orchestra x DJ Gloves creating original music that interpreted key season trends. An influencer platform supports the season, and unique product collaborations with designers feature as a gift with purchase in centre. The centre marketing team is living the promise of leadership through original thinking, supported by a campaign toolkit that delivers a premium expression and stimulates the senses through clashing seasonal frames and overt language. Born & Raised supports Macquarie Centre across seasonal campaigns and tactical briefs. SCOPE - Brand Strategy - Campaign Identity and Toolkit - Season Campaigns inc. Collaboration and Event Concepts - Photography - Advertising executions - Tactical briefs Read Less
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