Stockland are always looking for new ways to create reasons for customers to visit and stay longer at our centres, we recently attended the Shopping Centre News Marketing Awards and witnessed some outstanding industry campaigns that showcased Innovation in technology, customer, community and sales promotion.
We were privileged to be recognised for our National Brand Repositioning campaign and Stockland Harrisdale campaign in the Redevelopment Mini Little Gun category and just last week Stockland Baldivis won an Excellence in Marketing: Community property award from Property Council of Australia, WA.
The Stockland Harrisdale, WA launch campaign ‘It’s all here. And it’s all yours’ was created to help connect the community with the new centre, food and home. There were a wide range of ways the community could participate, the favorite being food and family centric appearances from Eamon Sullivan, local culinary icon who cooked up a storm at the centre-stage kitchen. The redevelopment opening which took place in June 2016 far exceeded everyone’s expectations, customer engagement through social channels was extremely strong with comments such as “Awesome shopping complex. Very convenient. Enjoyed the various eating places”. Our retailers commented “This shopping centre is really important to the area. They’ve needed it for quite some time and once the doors opened it was amazing” said Angelina Crozier from the Butchers Corner and Glen Fowler from Woolworths “fantastic growing area of western Australia and we’re looking forward to a fantastic day of sales on opening and growing sales as we go forward.” Congratulations to all our Retailers for making the opening such a success.
Stockland’s brand refresh campaign used the four pillars of community, experience, inspiration, and convenience, to create an inspiring and emotive new brand message – ‘Stockland - It’s Your Place’ - making people feel special by celebrating them, the retailers and the community, and creating reasons to visit and stay longer at a Stockland centre. The message was amplified through a comprehensive digital and media campaign, which brought to life experiences to connect customers at every touch point. The campaign created a unifying brand positioning, a new visual and verbal identity, and successfully increased brand reputation by 12.6% among the community.