BRISBANE: Wintergarden shopping centre has launched its $100 million redevelopment with a dramatic marketing strategy.
The central business district mall has implemented an 'I Am Growing' campaign, run by advertising agency BCM.
Located in Queen Street Mall, the promotion features a dominant 45 metre long hoarding. Adjacent bus shelters have also been transferred into green 'living garden' art installations to signify the changes ahead. It will also alert consumers to the fact that the centre will remain open during the change.
To further educate consumers about the upgrade, 8000 flowers are being distributed to commuters over the next two weeks. People will be encouraged to enter an online competition to win a $250 centre gift voucher each day.
Other aspects to the campaign include interactive Facebook promotions, street press features, in-centre material, sales promotions and on-the-street branding activities.
The redevelopment will provide 13,500 square metres of retail space across three levels. It will be developed in two stages and is expected to be completed in 2012. Leasing opportunities are currently available.