sales promotion & events
HELLO SPRING!
Chatswood Chase Sydney targets fashion fans, art lovers, and
social media users
With the arrival of spring, Chatswood Chase Sydney (Sydney, Australia) is
tying together fashion and flowers. Consisting of three elements—a Fashion
Lecture Series, Designer Showcases, and a pop-up Cherry Blossom Garden—
the Spring Festival brings to light fashion need-to-knows of the past and
must-have looks of the present. For a detailed summary of the campaign,
shoppers can check out the event guide online at https://bit.ly/2Qk0QHb.
THE FASHION LECTURE SERIES
In partnership with Claudia Chan Shaw, a presenter, designer, and artist, the
shopping center is putting a twist on fashion talk. Described as revealing the
history of some of fashion’s most coveted and loved items, the lecture series is
made up of four fun and educational sessions. Exploring everything from the
influence and legacy of Coco Chanel to our fascination with shoes, the weekly
series runs on Tuesdays at 11am throughout September, covers the origins of
the industry, and targets a highly educated consumer base that values ongoing
personal growth. While there is no cost to attend the program, online booking
via the Chatswood Chase Sydney website is required.
Week One: Beyond the Little Black Dress
Week Two: Well Heeled – Shoes Through Time
Week Three: Finishing Touch – Accessories
Week Four: Material Girl – Baubles, Bangles, and Bling
DESIGNER SHOWCASES
An indoor cherry blossom garden and collateral material
focused shoppers' attention on the Spring Festival.
For five days in mid-September (12 through 16), the center presented free
pop-up Designer Showcases staged in center court every half-hour between
11am and 2pm. Featuring the latest spring fashions and accessories for men,
women, and children from leading retailers such as David Jones, Country
Road, and Cue, the snapshots highlighted key international and Australian
brands and each lasted 15 minutes.
THE CHERRY BLOSSOM GARDEN
Designed to generate PR and social media sharing, the picture-perfect
installation is set to take over Instagram this month and through October.
Displaying pink cherry blossoms trees and peacock chairs, the Cherry
Blossom Garden aligns with a shared art interest among Chatswood Chase
Sydney’s target market. Strategically located in a low-traffic area on the first
floor of the mall, the garden attracts passers-by, social media users, and art
lovers of all kinds.
“As [Chatswood Chase Sydney] is currently in a pre-development phase,
the purpose of this campaign is to arrest decline in traffic and sales. We
will be happy if we achieve zero growth in the apparel category,” explained
marketing manager, John Klein.
“[The Spring Festival] has been supported with local print advertising,
in-center digital signage, programmatic digital advertising, and social media
posts. We have also produced an event guide, which will be distributed via
promotional staff in-center in the lead-up to the first lecture.”
THE MEDIA MIX
44%
PAGE : 12
Social
28%
Digital
28%
Print