THE BIGGEST SHOPPING CENTRE LAUNCH IN AUSTRALIA

Client: EMPORIUM Year: 2015

THE BIGGEST SHOPPING CENTRE LAUNCH IN AUSTRALIA

We used a multi-channel, three phase PR strategy including an ambassador, traditional media, social media and eventing to shape consumer sentiment and brand positioning.

Our social media strategy saw the appointment of four discrete young Melbourne talents to engage with Emporium Melbourne as our contributors.

Engaging internationally acclaimed Director Baz Luhrmann as our ambassador to tell our story; we took an iconic Australian renowned for making the old new again and applied this to the retail experience.

Each phase successfully built upon the last generating momentum for our launch extravaganza which was the opening by Baz Luhrmann including 1,500 VIP guests, retailers, celebrities and media featuring spectacular installations with music, fashion and movement, a celebration of everything Melbourne is famous for.