MLC spends money to make loot

SYDNEY: An innovative marketing and branding campaign is being credited with helping drive sales at Sydney shopping complex the MLC Centre.
Figures released by the high-end mall - home to more than 30 fashion outlets including Gucci, Belinda, Farage and Cartier - show average sales have increased by more than 11 per cent each month since the brand sought to reposition itself 12 months ago.
MLC marketing manager Katrin Neubauer said the results had confirmed the brand's decision to leverage its positioning around its big name tenants had been the correct one.
"In the past we'd always used models in our advertising - but if I show a model in a Gucci dress, what does that mean, what does that say about the MLC brand? That when we realised our unique point of difference was the fact there was no where else where all the international fashion brands were housed under one roof."
Having confirmed its focal point, MLC teamed with Sydney-based agency There Visual Communication Design to develop a series of print advertisements deThe first execution, featuring a suitcase covered in the logos of its retailers launched last September with subsequent installments released in October, December and March. The final print campaign in the series, dubbed World map, will launch in September in the October issues of Harpers Bazaar, Vogue Australia and the September issue of Sydney Magazine.
The campaign - together with supporting promotions such as the printing of a new airline ticket-themed shopping directory, an online newsletter and joint VIP shopping nights with key fashion media - had also helped increase foot traffic through the complex, Neubauer said.
"People come here and feel great. The promotions means a lot of retailers in the centre are seeing repeat visits from their customers and are therefore generating increased sales. From a consumer point of view it makes them feel like they are part of a special club, so they want to keep coming back."
While declining to give the cost of the campaign, Neubauer admitted "it wasn't huge".
Having a smaller budget than most competitors and not being able to afford television executions meant the MLC Centre had to be "extremely creative" with its spend, she said.
Figures from Nielsen Media Research Adex show the MLC Centre spent an estimated $140,000 on advertising across main media in the year to June 2006 - an increase of $68,000 from the previous 12 months.
In all, the complex was the fourth biggest advertiser of all Sydney's inner city shopping centres behind QVB which spent an estimated $290,000, The Strand Arcade which parted with $166,000 and GPO at One Martin Place which spent $152,000.