Maintaining brand integrity for an iconic Gold Coast shopping destination
Pacific Fair Shopping Centre is a truly exceptional lifestyle and shopping experience in the heart of the Gold Coast. Offering Queensland’s best collection of luxury, international and Australian brands, department stores, supermarkets, and over 400 specialty stores, Pacific Fair is one of the largest shopping centres in Australia.
The challenges from a large retail outlet revolve around their diverse range of marketing requirements, their different target markets and their need to ensure the brand is accurately represented across them all. The individual retailer presence is also crucial in the successful operation of the Centre and we developed a framework to incorporate them into everyday marketing and seasonal campaigns whilst still being consistent and true to the Pacific Fair brand.
In order to keep the consumer offering fresh and current we used seasonal high-end fashion and food photography to deliver quality visual solutions across the entire brand platform. Our creative, based on strict style guides retained consistency for the brand. This, together with above average turn around times has lead to a successful long term partnership with Pacific Fair.
This opportunity has allowed us to whet the appetite of thousands of consumers across the country and internationally. Through a wide variety of brand work featuring press advertisements, flyers, in-centre digital, outdoor and ambient together with creative messaging and holiday tactical promotions we have given Pacific Fair’s brand a vibrant presence.