Christmas in Australia means different things to different people. It’s a time of connection and celebration based on diverse traditions and beliefs. For some it’s a family reunion and for others it’s a celebration of taste and smells which are defined within the walls of a household and it’s personal and different for everyone. That’s why we’re unwrapping Christmas and discovering what it means for the people of your local Stockland community.The Art of Wrap
During September and October, Stockland shoppers were given the opportunity to create their own wrapping paper in our Art of Wrap Design Competition. With over 6,000 People’s Choice votes the winning design by Fizah Malik “Fireworks in the night sky” is being commercially printed as Stockland’s official Christmas wrap of 2016. Thousands of retailer products across Stockland shopping centers nationally will be wrapped and bowed with Fizah Malik’s unique design this festive season.
We reached out to customers across the country and discovered some beautiful and distinctly Australian stories. Several of these stories were used to create the Unwrap Christmas campaign which includes communications, video, digital and in-centre content, which also feature Stockland celebrity chef food ambassador Miguel Maestre.
Using multi-channel touch points to encourage user generated content, the Unwrap Christmas campaign will utilise the power of social media. We’ll be asking shoppers ‘what do you believe Christmas is all about?’, then extracting, curating and republishing their stories on a both a hyper-local and national scale, to connect shoppers with the stories and places where each of you operate your businesses.
Stockland’s aim to drive centre visits will come to life with Super Sale Saturday on 26th November. Alongside the local community events, delicious Christmas food content, campaign activations and traditional Christmas appearances from Santa, your local Stockland centre is guaranteed to become a hive of activity for young and old.