QIC Real Estate, which operates 19 shopping centres across east coast Australia as well as Highpoint Shopping Centre in Victoria, is gearing up for Christmas with promotions and extended trading hours.
Starting with QIC, the retail conglomerate has just launched its Love from Christmas campaign across its 19 centres in Victoria, NSW, ACT and Queensland up until December 24.
The campaign will include QIC’s first Christmas TVC, together with an exclusive partnership with Scene to Believe to capture Baby’s First Christmas photography.
To be shared across centre websites, social channels, digital and external cinema advertising in the lead up to Christmas, QIC’s first TVC aims to highlight human connection during the holiday season.
Matching the TVC are a host of events and promotions, including photography opportunities, a spend to win sales promotion, gift wrapping, and extended trading hours - including midnight trading events.
The spend to win promotion will run from November 17 to December 18 at select centres, where shoppers can win Centre Gift Cards instantly.
QIC head of marketing Bronwyn Cooper said she is proud to launch the Love from Christmas campaign, including its first TVC.
"The festive period is not only meant for spending time with loved ones but also for celebrating experiences of joy,” Cooper said.
“In light of this, QIC centres will offer a range of Christmas-themed events and experiences - from our Baby's First Christmas offering, festive events, workshops, extended trading hours and, importantly, our community and charity initiatives - for people to come together and enjoy.”
"We're also excited to launch our first Christmas commercial, which will bring to life the joy of spending time with our loved ones, emphasising the thoughtfulness and emotion behind every act of giving this festive season."
In the lead up to Christmas, centres will extend trading hours, as well as collaborate with local charity partners to offer complimentary gift-wrapping services, with all proceeds raised donated to each centre’s respective charity organisations.
Melbourne’s Highpoint Shopping Centre has also announced a raft of promotions over the Christmas period, including new and updated fashion retailers, fireworks displays, and extended trading hours.
Australian fashion house Aje will launch two new Highpoint stores Aje and AJE ATHLETICA from early November. Joining Aje will be a brand-new and expanded Lush and Kathmandu, ahead of the opening of Coles before Christmas. Aje, Lush, Kathmandu and Coles also join Toymate, which launched in October.
Highpoint will extend trading hours Sunday to Wednesday until 6pm from November 12 until the end of 2023, and introduce a third night of late-night trade until 9pm on Saturdays – a reported first for Melbourne’s west.
The additional late-night hours are expected to boost footfall for Highpoint’s 450+ fashion, lifestyle, and apparel retailers.
The expanded retail offer on weekends also complements Highpoint’s already established late-night entertainment precinct The Junction, with up to 20 dining retailers currently open seven days a week until late.
Christmas at Highpoint officially commences on Saturday, November 12 from 5-9pm complete with rooftop fireworks, the welcoming of Santa and a Christmas tree lighting ceremony.
Highpoint centre manager Cristina Persico said the event will be a highlight for Highpoint shoppers and retailers.
“The addition of a third night of late-night trade on Saturdays over summer will provide visitors from across Melbourne and regional Victoria with even more choice and convenience by being able to make a weekend of it with the added convenience of over 7,300 free car parking spaces available daily.”