Shopping centre marketing
Campaigns that bring people through the doors
Malls and town centres
Ideology has marketed shopping centres across New Zealand for more than two decades. We have launched new centres, rebranded established ones and run the campaigns that fill them, season after season.
A centre is more than a collection of shops. It is a community hub, and its marketing has to work for owners, retailers and shoppers at the same time. We bring brand, design, photography, film, web and social together in one team, so every poster, hoarding, email and post looks and sounds like the same centre.
What we do for shopping centres
Brand identity and guidelines
New identities, rebrands and the guidelines that keep a centre consistent across every retailer and supplier.
Seasonal campaigns
Christmas, Easter, school holidays, Mother’s Day, Matariki, Diwali and Lunar New Year, planned as a year-round calendar.
Promotions and competitions
Spend-and-win, scratch-and-win and in-centre events that give shoppers a reason to visit and stay longer.
Openings and redevelopments
Launch campaigns and hoardings that keep shoppers informed and coming back while building work is under way.
Directories and signage
Centre directories, entry signs, wayfinding, window graphics and digital screens.
Websites, email and social
Centre websites, retailer and shopper emails, and managed social content.
Photography and video
Fashion, food, store and event shoots produced in-house.
Gift cards and loyalty
Gift card design and loyalty promotions that bring shoppers back.
Campaigns that worked
The Palms: the $100,000 Campaign
After the Christchurch earthquakes, The Palms pledged $100,000 to local charities, schools and community groups. Our campaign drew more than 350 nominations and over 15,000 public votes, and won Best Community/Societal Campaign at the SCN Marketing Awards in Sydney in 2011.
Newmarket: the fashion capital of New Zealand
A six-week campaign for the Newmarket Business Association took on a life of its own. Four small dogs, each with its own character, carried the precinct’s brand values for two and a half years and earned 78% approval from association members.
Botany Town Centre: the 80-minute sale
During the Rugby World Cup 2011, Botany offered a rugby-free zone: 80-minute sales that kicked off at 1pm, with shopping treated as a sport of its own.
Botany Town Centre: Shopping Bingo
Every receipt became a chance to win. If your total matched a number on the centre’s bingo board, you won your spend back. No entry forms, and more time spent in centre.
Downtown Shopping Centre: Hot Laps
Racing arcade games at the front door, a live online leaderboard and a V8 Supercar hot lap as the prize. It drew the highest number of participants of any Downtown promotion.
Remarkables Park Town Centre: brand refresh
A modern, more upmarket look for the Queenstown centre, with a logo mark drawn from the Remarkables range and a campaign system of street flags, adverts and gift cards.
Westfield St Lukes: a new identity
We were asked to present Westfield St Lukes as an upmarket destination and not just another mall. We proposed a clean white brand, something Westfield had never attempted. The risk paid off.
Botany Town Centre: 31 days of Mother’s Day
Botany turned every day of May into Mother’s Day, with random acts of kindness in centre, a search for Auckland’s best mum and video kiosks for messages to mum. The campaign earned more than $50,000 of PR value.
Recent projects
Centres and precincts we have worked with
Also Westfield St Lukes, Westfield Riccarton, Botany Town Centre, The Palms, LynnMall, Centre Place, NorthWest Shopping Centre, Royal Oak, Hunters Plaza, Manukau Supa Centa, Newmarket, Mission Bay and Remuera.
Have a centre to fill?
Tell us about your centre, your retailers and your calendar, and we will show you how we would market it.