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.

Botany Town Centre recently featured in a front page article in the New Zealand Herald, Business Herald section, which talks about the relationship between promotional sales and consumer spending.

According to research conducted by BRW and AMP Capital Shopping Centres (owner of Botany Town Centre) in Australia, retailers across the Tasman are facing an uncertain future as shoppers increasingly become immune to promotional sales and discounts offered by retailers. However, unlike their Australian counterparts, there is no sign of New Zealand shoppers getting ‘sales fatigue’. Barry Hellberg, the New Zealand Retailers Association spokesperson, says that despite the challenging retail environment in New Zealand, discounts and promotions are still an effective revenue-driving tool for retail companies.

Botany Town Centre Senior Marketing Manager Desiree Clark agrees that New Zealand retail is slightly more optimistic. “New Zealand hasn’t suffered from the massive discounting and sales culture of the United States and Australia.

“Unlike the Aussies, we have the Rugby World Cup 2011 to look forward to which will give our retail environment a much needed boost.”

Click here to read the full article.

Botany Town Centre featured on the front page of the Howick and Pakuranga Times this week regarding its $6.5million revamp project.

The renovations, which started on May 23^rd are targeted towards developing the Fountain Lane North precinct of the shopping centre. Approximately 280 square metres of retail space will be added, allowing the centre to further expand its diverse offer over time. The revamp has been developed to respond to the needs of the community and structured to ensure there’s minimal disruption to the centre while it’s being completed.

The project has attracted leading fashion retailers, including Witchery and County Road and is scheduled to be finished on October 20 2011.

Click here to read the full article

UK e-newsletter “Trendwatching” have featured Botany Town Centre in their March 2011 edition.

The e-newsletter dedicated their March copy to the rising phenomenon of “Random Acts of Kindness” – selfless acts performed by an individual or company wishing to either assist or cheer up another individual.

Botany Town Centre’s “Snapped” campaign – where shoppers could win what they were photographed holding – was acknowledged in the e-newsletter as a successful and effective example of a Random Act of Kindness.

Click here to read the full article.

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

Head Judge Gray Bartlett assisted Desiree Clark, Linh Luong and Jeff Harns from 4DG to discover the talent in the Botany Town Centre & LynnMall Shopping Centre 2010 Best Buskers Competition. Make-A-Wish buckets were handed around on both days in support of this worthy cause. 

While Michael Murray won the spot on Grays new CD out early 2011, every busker was a winner as you can see in the segment interviewed by Tom McRae of ONE NEWS. The shoppers were extremely generous to the buskers who made the effort.

Check out this link to see the report on TVNZ’s 6PM One news and also the visuals that appeared on the news

If you like that, you will also like the full buskers competition official video which was filmed by Borderless Productions and can be found on YouTube and also on Facebook and Twitter.

The Botany Town Centre & LynnMall Shopping Centre 2010 Best Buskers Competition was well covered by the relevant local comunity newspapers, online media and also TV.

Fifty nine talented buskers from across Auckland and even as far as Hamilton descended on LynnMall Shopping Centre and Botany Town Centre over the weekend for a chance to win a special busking licence to perform during the Christmas shopping period. Renowned talent scout and music producer Gray Bartlett was the lead judge of the competition and awarded busking licences to 42 outstanding performers.

One lucky busker in particular stood out from the rest. When Michael Murray heard about the busking competition at his local mall, he knew he had to be there for his chance to be discovered. The talented individual was second off the block at the audition and captured the audience as he stepped off stage to serenade the seated guests. His pitch-perfect vocals and guitar work also impressed lead judge Gray Bartlett, who has offered Michael the chance to record a track on his new CD, to be released next year.

“From the moment Michael stepped onto the stage, I knew he was going to deliver an excellent performance,” says Mr Bartlett. “His personality shone through and vocals were strong – he was the whole package.”

Gray Bartlett’s CD will be a collaboration of some of New Zealand’s top artists, with proceeds going to the Make-A-Wish Foundation.

A special mention was also given to the talented duo Mike & Shay, who wowed Mr Bartlett with their seamless acoustic guitar performance. Their tenacity on stage and raw talent impressed Gray so much that he has kindly offered one of his own valuable guitars to one of the duo, whose talent is sure to soar with the use of a quality instrument.

“It is great to see the top prize go to someone from West Auckland,” says LynnMall Marketing Manager Linh Luong. “Not only did the spotlight shine on Michael and Mike & Shay, but it did on all of the other participants at the Lynnmall audition. We were so impressed with the West Auckland talent, that we awarded all our participants a busking license.”

Botany Town Centre Marketing Manager Desiree Clark says the competition showcased some amazing talent from the local community and beyond. “The number of registrations received and the calibre of talent was overwhelming. We look forward to sharing the amazing busking talent with our shoppers during the festive season.”

Michael Murray and Mike & Shay will join 20 other performers selected to busk at LynnMall over the Christmas shopping period, from 16 to 24 December. Twenty buskers have also been selected to perform at Botany Town Centre from 15 to 24 December. 

Click here to view the LynnMall Shopping Centre and Botany Town Centre Best Buskers video highights posted on Youtube.com.