Campaign Overview:

AMP Capital Shopping Centres (AMPCSC) briefed Alexander Communications to help generate a fresh public relations campaign for Botany Town Centre and Bayfair Shopping Centre.

Understanding the increased importance of the online world, AMPCSC was interested in developing a campaign that took advantage of the growing online trend and added to the overall shopping experience.

Alexander Communications developed an initiative to find a dedicated shopping video blogger for each of the leading centres. With fashion video blogging (vlogging) becoming increasingly popular, timing for the search was perfect.

To ensure optimal results were met, Alexander Communications liaised with leading magazine, New Zealand Woman’s Weekly (NZWW) to form a partnership for the campaign.

Through this mainstream media channel, the competition was announced to find dedicated shopping vloggers. This included coverage through NZWW online and in print.

Throughout the competition period, other media including local newspapers and websites came onboard to promote the campaign.

Bay of  Plenty Times covered the competition online and in print.  Tauranga’s SunLive also promoted the campaign online.

More FM radio spoke with NZWW on the campaign during an interview that featured in September 2012.

For many of the contestant’s, blogging was already in their blood, so many promoted their own nominations through personal blogs already in place.

Popular lifestyle blog, Street and City Photos got onboard and wrote about the competition also.

A selection of the copy featured in NZWW can be seen below.

Results:

The response to the initial call out was very well received, with each of the centres having a healthy response. As video entries were received, the videos were placed online at NZWW, giving the public a chance to view the videos for themselves and vote.

The nominations also featured separately on YouTube.  Some examples can be seen here.

After much deliberation between each of the centres, Alexander Communications and NZWW, a decision was made.

An event was held at Auckland’s Botany Town Centre with NZWW to announce the winners (one each per centre). At the event, aspiring bloggers spoke with NZWW about the world of magazines.

Botany Town Centre was thrilled to announce Britney Hazeldine as the resident blogger. Bayfair Shopping Centre was equally as excited to announce Kerry Hardisty as Bayfair’s blogger. The announcement was made with NZWW both online  and in print.

The campaign gained significant appeal and social media took to the concept with gusto.

International shopping centre website, Shopping Centre Weekly, wrote an article about the campaign and the effective publicity it gained.

NZ Girl also featured the monthly blogs and posted to the website as they appeared online – these can be seen here and again, here.

Botany’s resident blogger has been using the campaign to her advantage and regularly posts to her popular personal blog, Lemonwood and Honey.

Have a look at some of the recent entries by each of the bloggers here.

Recent research conducted by AMP Capital Shopping Centres (AMPCSC) found that three quarters of Kiwis prefer shopping in-store to online. Desiree Clark, senior marketing manager for AMPCSC saw the results as a chance for retailers to focus on the in-store experience and aim to provide exceptional service. Idealog online posted an article about the research and its implications for the retail sector in its March-April 2012 newsletter. The full article can be found here.

AMPCSC Senior Centre Manager Jennifer Andrews was featured on NewstalkZB Christchurch, 02 Wednesday 2011 in an interview regarding The Palms Shopping Centre, Shirley, Christchurch.

In her interview she discusses the structure of the shopping centre and projected plan of assessment.

To listen to the full interview follow this link and select 10.00 TRN-NEWSTALK-ZB-CHCH; Jennifer appears on the air at 19.15minutes.

Today, it has been advised The Palms Shopping Centre has developed a remedial plan for the centre following the devastating earthquake on February 22.

Assessments by geotechnical and structural engineers have determined that the structural and liquefaction damage will necessitate remedial work in several areas of the centre.

AMP Capital Shopping Centres (AMPCSC) senior centre manager Jennifer Andrews said: “Our centre is ‘bruised but certainly not broken’ and despite circulating rumours, the centre will not be demolished. Compared to so many other buildings in Christchurch we are fortunate that our building can be safely repaired to stringent standards.

“Our primary concern since the earthquake has been for the safety of our retailers, customers and our own team, many of whom have also been personally affected.  We were very fortunate that there were no serious injuries within the centre or the centre’s car parks.”

“We are working through a robust, flexible and sequential remedial plan in consultation with our retailers. This will take time; however we are fortunate to have their support during this very difficult time.  Our thoughts and condolences are with everyone affected by the devastating earthquake and the ongoing aftershocks.”

Anyone who wishes to make a donation in support of Christchurch can participate in the earthquake appeal at collection points in-centre at the two other AMP Capital Shopping Centres, Botany Town Centre in East Auckland and Bayfair Shopping Centre in Tauranga.

04 Friday 2011 – 3.00pm

The Palms Shopping Centre in Shirley has developed a remedial plan for the centre following the devastating earthquake on February 22.

The centre will be closed for a minimum of four weeks to allow for the necessary safety checks and clean up operations. Thereafter the centre will undertake a phased reopening of the various retail precincts as repairs are effected. Currently there is no public access to any centre facilities including the ATM machines, car parks and cinemas.

Assessments by geotechnical and structural engineers have determined that the structural and liquefaction damage will necessitate remedial work in several areas of the centre.

AMP Capital Shopping Centres (AMPCSC) senior centre manager Jennifer Andrews said: “Our centre is ‘bruised but certainly not broken’ and despite circulating rumours, the centre will not be demolished. Compared to so many other buildings in Christchurch we are fortunate that our building can be safely repaired to stringent standards.

“Our primary concern since the earthquake has been for the safety of our retailers, customers and our own team, many of whom have also been personally affected.  We were very fortunate that there were no serious injuries within the centre or the centre’s car parks.”

“We are working through a robust, flexible and sequential remedial plan in consultation with our retailers. This will take time; however we are fortunate to have their support during this very difficult time.  Our thoughts and condolences are with everyone affected by the devastating earthquake and the ongoing aftershocks.”

We will continue to update customers on our progress through the The Palms Shopping Centre’s Facebook page and website:

http://www.facebook.com/pages/The-Palms-Shopping-Centre/144755025564699

www.thepalms.co.nz

Anyone who wishes to make a donation in support of Christchurch can participate in the earthquake appeal at collection points in-centre at the two other AMP Capital Shopping Centres, Botany Town Centre in East Auckland and Bayfair Shopping Centre in Tauranga.

About The Palms

The Palms Shopping Centre in Shirley (four kilometres from the Christchurch CBD), is an asset in the AMP Capital Shopping Centre Fund (ASCF). The Fund has 11 properties under management with a total fund size of over A$2 billion.

ends

24 February 2011 – 12.10PM

The Palms Shopping Centre in Shirley will remain closed today following Tuesday’s severe earthquake. There is no public access to all centre facilities including the ATM machines and car parks.

Centre management is working closely with authorities to make the necessary structural and safety checks.

AMP Capital Shopping Centres (AMPCSC) Senior Centre Manager Jennifer Andrews said, “Our thoughts and condolences are with everyone affected by the devastating earthquake and the ongoing aftershocks.

“Customers and staff who would like to make a donation can participate in the earthquake appeal at collection points in-centre at Botany Town Centre in East Auckland and Bayfair Shopping Centre in Tauranga.”

Centre management will issue an update on the time of re-opening as soon as possible. Updates will be posted on The Palms Shopping Centre Facebook page and website.

http://www.facebook.com/pages/The-Palms-Shopping-Centre/144755025564699#!/pages/The-Palms-Shopping-Centre/180492305315588

www.thepalms.co.nz

Retailers and customers can also ring 0800 SHOP AMP (0800 7467 267) for more information.

ends

Students Make Artistic Interpretations of Future of Tauranga

Students from around Tauranga put their imaginations to work during October, sketching and painting their vision for Tauranga’s future in Bayfair Shopping Centre’s time capsule art competition. The competition was designed to encourage children to think to the future and imagine what the landscape may look like 25 years from now.

More than 200 entries were received from Tauranga primary, intermediate and secondary students. All entries will be inserted into the time capsule, which will remain in the ground for 25 years. Copies of the artworks will also be displayed along the wall to the left of Farmers within the Shopping Centre for six months following the burial.

The winner of the Primary School Category has been named as Aperehama Turei from Gate Pa School; Kyle Allan from Bethlehem College has walked away with the Intermediate Category prize; and also from Bethlehem College, Francesca Hawksworth has scooped the Secondary Category. The three winners each receive a $250 Bayfair Shopping Centre gift card, and their schools will receive a 42” LG HD plasma television.

Bayfair Shopping Centre will this month bury the time capsule in celebration of the recent completion of the centre’s $15 million refurbishment project. The burial site will be located at the centre’s new entrance, with the time capsule interment marking a significant milestone in the history of the centre.

Bayfair Shopping Centre Marketing Manager Nina Rivett says, “It was great to see our younger generation think to the future and portray on paper what they think their hometown will look like in the future. We received some very imaginative and fascinating entries and are proud of our winners.

“We have also decided to reward two schools who showed an outstanding contribution to this competition with an HP Notebook. For the most imaginative and futuristic interpretation of the theme, one prize goes to Te Kura O Matapihi, and for the greatest contribution in terms of the number of entries, the other is awarded to Arataki School. Two digital cameras are awarded to Omanu School for the most innovative style of presentation.”

Time capsule burial details:
Date: Wednesday 3 November
Time: 11am
Location: Bayfair Shopping Centre’s new entrance
ends

About Bayfair Shopping Centre
More than 80 of the Bay’s best stores are conveniently located under one roof, with seven-day opening and two late nights to accommodate busy lifestyles. Large-format stores include Farmers, K-Mart, Countdown and Woolworths. Bayfair provides a full range of services for customers, including parents’ room, wheelchairs, strollers and kiddy karts. We also have free interior and exterior parking for over 1600 vehicles.

Bayfair is committed to the local environment and is a strong supporter of the paper4trees project, which rewards schools in the local area with trees for their recycling efforts.

Alexander Communications
Jemma Logan
+64 (0)9 522 5543
jemma@alexandercomms.co.nz

Players from the Bay of Plenty Steamers will be at Bayfair Shopping Centre next week to meet and greet fans, and thank them for their steadfast support season after season.

With their eyes firmly set on the 2010 ITM Cup, the Bay of Plenty Steamers turn their attention to Bayfair Shopping Centre for a signing evening on Thursday 12 August, from 7pm to 8pm. 

This is your chance to get up close and personal with 13 Bay of Plenty Steamers stars, including Captain Colin Burke, Lance MacDonald and Jason Hona. The players will be signing free posters that are available from the Bayfair Shopping Centre Information Desk from Friday 6 August onwards, while stocks last.

Getting out in the community is an important part of the Steamers’ schedule. The team is looking forward to meeting its supporters first-hand and generating interest.

Bay of Plenty Steamers Sales and Marketing Executive Warren Kibur says, “Meet and greets are fantastic. Bayfair Shopping Centre is helping the team give back personally and opportunities like this generate great enthusiasm among players and supporters alike. These occasions are our way of saying thank you.”

Bayfair Shopping Centre Marketing Manager Nina Rivett says, “Bayfair is proud to support the Bay of Plenty Steamers and help bring them closer to our community. It is a pleasure to be associated with the team.”

From Thursday 12 August to Sunday 22 August, Bay of Plenty Steamers fans will be given the chance to win two signed Bay of Plenty Steamers jerseys. Anyone that purchases a snack or meal from participating retailers at Bayfair can enter the draw to win one of the two jerseys.

In addition, if a shopper discovers a rugby ball sticker on a soft drink purchased from the same retailer, he or she has won two tickets to see the Bay of Plenty Steamers vs. Southland game at 2.35pm on Saturday 16 October at Baypark, Mount Maunganui.

ends

The Bayfair Shopping Centre $15 million refurbishment is progressing smoothly, with the artist’s impression provided exclusively to the Bay of Plenty Times this week.

May 13, the Bay of Plenty Times featured the artists impressions in a front page spread ‘Revealed – New Look For Bayfair’ and including a comparative black and white image of Bayfair the way it was in 1985, with only 27 retailers.

The refurbishment is well under way and will be completed in November.  Local shoppers will welcome a new JB Hi-Fi to the area, along with five other new tenancies and a new glass feature in the eastern entrance way. 

Follow the link here for the full Bay of Plenty feature or here to see what happened when Simon Bridges visited Bayfair last month.

Bayfair Shopping Centre’s $15 million refurbishment is well under way with local construction firm Marra Construction’s 30-plus team working on site each day. 

Tauranga MP Simon Bridges was on site at Bayfair Shopping Centre to view the progress of the refurbishment.  Looking forward to seeing the work being done at Bayfair, Mr Bridges donned a hardhat and hi-visi-vest during his visit to the centre where sunlive.co.nz caught a glimpse behind the scenes of development.

Bayfair Shopping Centre Manager Andrew Wadsworth says “it is a tremendous refurbishment and the timing is ideal as we approach Bayfair’s 25^th anniversary. It will add more shops to the retail mix and give the front of the centre a more contemporary look – which will be great for retailers and customers alike.”

It’s not everyday that a national sporting tournament is played out in the centre of a shopping mall. However, shoppers at Bayfair Shopping Centre in Mount Maunganui found themselves centre court during August 2009 when a massive glass court was erected in the mall to host the A1 Homes NZ Women’s Open. Around 18,000 spectators descended on the mall to witness a piece of the fast-paced action.

Having seen examples of the glass courts erected overseas, Bayfair and Bay of Plenty Sport decided it would be a great way to bring the sport to the masses, staging the event in the centre of the mall in full public view – from all corners!

It was also the first time in 13 years a NZ Women’s Open tournament had been played in New Zealand, another great story.

The AC team focused on profiling Bayfair’s innovative approach – a NZ first – hosting the tournament in the centre as well as celebrating this milestone event with the local community and high-profile Tauranga personalities.

Results

What better way to commemorate this event than with the darling of New Zealand squash and one of our most successful international female squash players of all time – Dame Susan Devoy! Dame Susan was invited to play a match against the Bay of Plenty’s rookie MP Simon Bridges – a challenge which she accepted without reservation.

This event captured the attention of the public, attracting around 100 onlookers and media keen to see their local MP take on the sporting legend. Despite a considerable absence from the court and retirement from professional squash, Dame Susan showed Simon a thing or two about the game. Needless to say, Simon was an excellent sport!

The event made national TV, when Breakfast took the opportunity to show coverage of the match on the politician’s regular young gun segment that week. The Breakfast hosts had quite a chuckle, at Simon’s expense, about his technique and bravado in challenging such a sporting great.

The NZ Herald, Bay of Plenty Times, Sunlive and Classic Hits Tauranga also covered the event, relishing the opportunity to see their local MP put himself up for the challenge.

The rather unique setting for the national squash tournament was the focus of a piece on prime-time current affairs show Campbell Live. The article titled ‘Squash open gives new meaning to window shopping,’ looked at the angle of reinvigorating public interest in the sport and the innovative approach of taking it to the people in a glass court in the centre Bayfair. Journalist Emma Keeling described the court as ‘oasis for sport’s lovers in a desert of shopping’