Grand Central is a $500m redeveloped shopping centre in Toowoomba, Qld.
‘Create a fashion-based campaign to signal the new direction of the renovated centre and arrival of new brands.’
The campaign focussed on the centre’s predominantly female audience.
We created an oversized broadsheet format with an emphasis on the visuals. We curated product from 48 retailers based on trend insight and a range of seasonal looks. We built a cohesive framework to link a range of seemingly unrelated brands. On the shoot, spin-off material was also shot for social media, thereby maximising use of budget.
The broadsheet was delivered to thousands of targeted homes and available in centre. There was a huge ‘buzz’ around
its launch and many customer enquiries. Several brands – including Country Road, Seed Heritage and Sheike – reported items featured sold out in store.