MARKETING | CATEGORY ONE
GRAND OPENING,
EXPANSION & RENOVATION
EXPLORE... THE NEW
COCKBURN GATEWAY
SHOPPING CITY
COCKBURN GATEWAY
SHOPPING CITY
SUCCESS, AUSTRALIA
EMPORIUM REIMAGINED
EMPORIUM MELBOURNE
MELBOURNE, AUSTRALIA
OWNER/MANAGEMENT
COMPANY: FEDERATION
CENTRES
MANAGEMENT COMPANY: JLL
OWNER: PERRON GROUP
Cockburn Gateway
executed a multifaceted
rebranding and launch
campaign to position
the redeveloped centre
as a fresh and exciting
destination for both new
and existing customers
to ‘EXPLORE’.
A well-rounded
campaign utilising
various traditional and
innovative mediums
helped to successfully
launch the centre,
driving exceptional
results and significant
publicity.
Built on a 104-year-old
landmark retail site in
the heart of Melbourne
The ‘Emporium
Reimagined’ campaign
paid respect to its
location’s significance,
whilst positioning the
new Emporium as a
retail icon. Engaging
world renowned film
producer and famous
Australian Baz Lurman
to stage a multifaceted
opening extravaganza
provided the centre
with unprecedented
PR attention and
brand positioning
commensurate with its
iconic status.
IMMERSE YOURSELF
OCEAN KEYS SHOPPING
CENTRE
CLARKSON, AUSTRALIA
MANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRES
OWNER: AMP CAPITAL
INVESTORS
Located by the seaside,
the opening of Ocean
Keys stayed true to its
community positioning.
Implementing an
engaging programme
that incuded Mermaid
magic, sandcastle
sculptures and a giant
treasure chest in the
mall—all elements
of the multilayered
campaign integrated
to successfully launch
the $108 million Ocean
Keys Shopping Centre
redevelopment.
ORION STAGE TWO
CONSTRUCTION CAMPAIGN
ORION SPRINGFIELD CENTRAL
SPRINGFIELD CENTRAL,
AUSTRALIA
MANAGEMENT COMPANY:
MIRVAC REAL ESTATE
OWNER: MIRVAC
Wanting to engage the
community during a
protracted development
provided a unique
challenge for Orion
Springfield. Unique
community initiatives
were developed to
engage customers.
These included a Mini
Minders programme
to allow mums to have
their children minded
whilst they navigated
the massively disrupted
centre; Tradie Treats
targeting construction
workers to spend $’s
in-centre and Kid’s
Construction Tool
Box Talks and site
visits. Combining
these initatives
uniquely generated
engagement and
assisted with retention
of sales throughout the
redevelopment phase.
ROBINSONS PLACE TACLOBAN
RE-OPENING EVENT
ROBINSONS PLACE TACLOBAN
PASIG CITY, PHILIPPINES
MANAGEMENT COMPANY:
ROBINSONS LAND
CORPORATION
OWNER: JG SUMMIT
HOLDINGS, INC.
Normally a shopping
centre opening is the
time for great fanfare,
pomp and ceremony.
However, following the
immense destruction of
Typhoon Haiyan, the reopening of Robinsons
Place Tacloban
was a significant
community milestone
that conveyed to
residents a sense of
normality returning to
the region, reinforcing
hope and optimisim.
The hand of friendship
was extended to
the community with
Robinsons Place
re-opening as the
community’s friend
and hub, where locals
could once again enjoy
themselves and come
together to bond with
family and friends.
9
2015 ASIA PACIFIC SHOPPING CENTER AWARDS
2015 Asia Pacific Shopping Center Awards