SYDNEY: High-end shopping destination, MLC Centre has relaunched its 'Destination Fashion' advertising campaign following a reported 11 per cent growth in sales per month among featured retailers.
Creative director Simon Hancock said after two successful years of running the campaign, which was developed by design communication firm There and includes brands such as Belinda, Gucci, Farage and Cartier, Destination Fashion would undergo a revamp to better emphasise product categories.
"The MLC Centre houses an enviable collection of 'couture' brands, we wanted to give them a distinctive and visually arresting look that moved away from the usual model based campaigns whilst still retaining a 'high fashion' feel."
Hancock said the latest incarnation, shot and devised with photographer Dieu Tan, included three key visuals which focused on accessories, clothing and luggage. He said luxurious items appeared suspended in the air and were juxtaposed with tarmac graphics of an airport runway.
The campaign, launching this month, will begin with placements in fashion magazines such as Harper's Bazaar, Bogue and Sydney magazine.