MALL DÉCOR
22
TACTICS /DESIGNING THE HOLIDAYS
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Spending money on new holiday decor is always a
hard sell for marketers, but sometimes the efforts
pay off in quantifiable ways. Paul Pozzobon,
the communications manager for Lend Lease's
Australian Asset and Management department,
saw it first hand at the developer's Caneland
Central property in Mackay (QSLD).
Lend Lease broke free of its old approach to
Santa set design and debuted a new concept
at Caneland Central, introducing animated
characters and village scenes that Chas Clarkson
Christmas Concepts created.
"The response from retailers and customers has
been overwhelming," said Christine Khoury,
national campaigns manager, at the time.
"It gives Mackay shoppers yet another reason to
shop at Caneland Central and genuinely delivers
on the center's aspiration to be the home of
Christmas."
Well, visit they did. According to Pozzobon, the
introduction of the new set and decorations
boosted Santa photo sales by 32 percent over
the previous year.
Among set highlights were a candy store and
bakery, which lured shoppers with aromas of
fresh bread and sweet candy.