Yusef Ramelize Portfolio | Page 9

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