M ARKETING TRENDZ
V O LU M E 2 4 S U M M E R E D I T I O N 2 0 1 9
SYLVIA PARK REVEALS
ITS CORE VALUES The Jellyfish Bloom
The New Zealand center peeled back the layers to convey its focus on fashion page 7
Since its opening in 2006, Sylvia Park
has transformed from New Zealand’s
largest shopping center into a vibrant
mixed-use community. More than
your off-the-clock, one-stop shop for
retail, dining, and entertainment, it
is a place to spend your 9 to 5. More
recently, the destination opened a
new food and beverage precinct
known as The Grove and added ANZ
Raranga, a 10-level office building. The
center’s “growth story” continues with
a gallery-style level under construction
and due to open in mid-2020. The
expansion is expected to introduce
new local and international brands,
and fresh concept stores.
“Sylvia Park’s unparalleled
exposure and accessibility, including
ample parking and excellent public
transport linkages, has contributed to
its success,” the Kiwi Property Group
shares on its website.
As the group’s flagship property, the
center offers 200+ retailers, more than
4,000 parking spaces, a railway station,
and a bus interchange. Featuring
easy access and high visibility, half
of Auckland’s population lives within
a 20-minute drive of the center.
page 3
QV Melbourne Stands Out
with its Flick Fest
Described as the way Sylvia Park
expresses its strong fashion focus, the
ongoing “Wear It Your Way” campaign
includes seasonal articulations that
position the center as the first (and
only, suggestively) retail destination
to find the latest trends. Following the
release of the campaign’s SS18 video,
the January issue of Marketing Trendz
covered the campaign’s “Watch to
Win” component. By implementing a
brand component, the team generated
awareness of Sylvia Park’s fashion offer
and drove sales within its fashion
category. Designed to increase dwell
In Lifestyle Marketing,
Brand Ambassadors Shine
page 10
California Dreaming &
Instagram Streams
page 14
Focus on Kids & Families
with a Double Food Fix
page 16
Webmasters
page 22
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