The Client

Canberra Centre is a premium shopping destination in the heart of Canberra, ACT – a city that plays host to government, professionals, tourists and cultural icons. 


The Brief

‘Create a new product with content aligned closely to the varied interests of the Canberra community.’


The Audience

Canberra residents are a predominantly white collar community with higher incomes compared to the Australian average (34%). They are informed, social, globally inspired and strive for work/life balance. 


The Solution

Plump + Spry created a magazine with smart editorial insights and stunning visuals across style, design, cuisine, arts and wellbeing. The publication equipped readers with ‘the new and the next’, while positioning Canberra Centre as a local authority in the community.

We worked with more than 100 retailers, editing over 2000 products into a final selection of 148. Products were confirmed for price accuracy and shelf-life then styled and shot.

The Result

The magazine was delivered to 55,000 targeted Canberra homes, with additional copies distributed in centre, at local hotels and partner destinations. The activity translated to an impressive increase of foot traffic at Canberra Centre,
showing significant growth on the previous year.  

Key retailers reported increased sales with many featured products selling out in record time, and high levels of customer awareness of products featured in the magazine.

Winner:  ‘Best Fashion and Beauty’, Content Council Pearl Awards, New York 2016.
 Finalist: Australian Catalogue Awards 2016.