Marketing Trendz Volume 23 Spring 2018 Abridged Edition

M ARKETING TRENDZ
V O LU M E 2 4 S P R I N G E D I T I O N 2 0 1 8
THE BIG SWITCH
Westfield’s autumn campaign features real women in real life
stepping from “mom-time” to some well-deserved “me-time”
H
eading into Autumn 2018,
Scentre Group launched
“Whatever Your Priority,
You’re Ours.” Part advertising
campaign tagline, part marketing
manifesto, it is meant to remind
mothers across Australia and New
Zealand that they’re at the top of at
least one to-do list.
The latest from the Australian
owner and operator “holds
moms at the heart of the season”
and successfully works to relate
and inspire at the same time.
Representing a diverse mix of
families, the campaign shows and
speaks to all types of women who
are connected by motherhood.
Between school holidays and Easter,
the wants and needs of mothers tend
to take second place. Expanding the
celebration of moms, from one day
to a full season, the Scentre Group’s
Westfield shopping center team
aims to show ongoing appreciation
and create a lasting impression.
“Steering clear of stereotypes,
we wanted to show how [mothers]
effortlessly
switched
between
roles, from cooking with the kids
and experimenting with the latest
fashion to catching up with [their]
mum tribe, all while staying true to
[themselves],” shared Dana Ridge,
head of content, Scentre Group.
Directed by Jasmin Tarasin,
“Whatever Your Priority, You’re
Ours” launched at all 39 Westfield
centers and was the result of an
integrated marketing strategy based
on the company’s owned network,
its partnership with Business C­hicks,
Australia’s largest and most influential
community for women, and its
campaign video. In collaboration
with Sibling Agency, Scentre Group
generated awareness via a mix of these
traditional and more contemporary
marketing approaches:
• Network: SmartScreens,
Super-Screens, Web, e-mail,
and social in addition to
earned and paid
Amazon Treasure Hunts
page 2
Change at the Check-out
with Bond & Co.
page 9
Starwood Retail Partners'
Pop-up Challenge
page 10
Tradition Leads to a Sell-
out Gift Card Promotion
page 16
Webmasters
page 20
Sesame Street Takes Its
Show on the Road
page 22
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