Target Australia is hosting an interactive pop-up event, spotlighting its recent brand work under ‘That’s Target’.
‘That’s Target’ was a two-year brand refresh project for the department store, repositioning it as a quality retail destination for Australian families.
The project culminated in the release of Target's first brand campaign in seven years with TV, OOH, social and video included as part of the media mix.
Target GM marketing Jamima White said the project would be a long-term investment for the department store, citing an additional two-year rollout.
"At Target, our brand, our products and our people are connected around one thing – making a difference to the lives of our customers through affordable, quality products that improve everyday life," she said.
"The entire Target family feel very proud to be bringing this campaign to the community, where we showcase our brand promise of making great quality products truly accessible for Australian families."
The latest marketing release is an immersive brand experience, taking place at Chadstone – The Fashion Capital until May 29.
Customers will be able to experience the Target brand with three interactive worlds: ‘That’s Style’, ‘That’s Quality’ and ‘That’s Virtue’.
That’s Style will showcase the brand’s new autumn/winter collection, a nature-inspired range featuring natural fibres, certified wool blends, organic cottons, linens and certified viscose.
That’s Quality will showcase the department store’s quality testing program, including an online community of ‘Target Testers’.
Meanwhile, That’s Virtue will promote Target’s work in the sustainability and ethical fashion space.