NATIONAL: Regional shopping centre Centro Roselands has enlisted a city slicker to drive its latest marketing campaign.
Celebrity milliner and menswear designer Donny Galella will host a series of makeover projects at the centre in the lead up to the launch of its dedicated Roselands Style magazine in September.
The magazine is aimed at driving Roselands' fashion retail offering with a photographic styling spreads, a 'fashion map' and expert tips on working seasonal trends.
Employees of the centre have already been invited to win a makeover and styling session with Galella, which will include a new wardrobe courtesy of selected retailers and a cover shot on the launch issue of Roselands Style.
Customers will also be given the opportunity to win a makeover package, with a series of fashion and live stage shows scheduled to kick off this month.
Marketing manager Marina Majeran said the concept was inspired by the shopping centre's tagline 'Be the Best You Can Be With What you Have'.
"It's especially relevant given the recent global financial crisis causing consumers to re-analyse their purchasing with a more minimalist, value-conscious trend emerging."
Galella is a regular fashion guest on television programs Sunrise and The Morning Show.