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 Based on research, create a new product, with content aligned closely to the varied interests of the Canberra community - while promoting in-centre product.
The Audience Canberra residents are a predominantly a white collar community with higher incomes compared with 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 150 retailers, curating products for shoots, confirming price accuracy and shelf-life.
The Result The magazine was delivered to thousands of targeted Canberra homes, with additional copies displayed in centre, at local hotels and partner destinations.
The publication translated into an impressive increase of store traffic at Canberra Centre, with significant growth on the previous year.
Key retailers all reported higher sales and customer awareness of products that has specifically been featured in the magazine.
The title was a Finalist at the Australian Catalogue Awards 2016, and the Content Council's Pearl Awards in New York.