Campaign Overview

In May 2011, in honour of Mother’s Day, East Auckland’s Botany Town Centre gave mothers in the community the permission to think about themselves. By way of tribute to deserving mums, the centre turned each of the 31 days of May into Mother’s Day, and hosted a high tea for some amazing women.

Throughout the month, the centre accepted nominations for its search for Auckland’s best mums. The 10 finalists were invited to enjoy a high tea with a special guest, Nestle New Zealand’s Hottest Home Baker winner Paula Midgley. All guests were treated to a decadent Robert Harris afternoon tea, Morton Estate Mimi Methode Traditionnelle and a goodie bag filled with gifts from Nestle, Lush and Simply You Living.

The winner of the overall prize for best mum, mother of five Melany Adams, was presented with a pamper pack containing a $500 Botany Town centre gift card, an Image Oasis treatment voucher valued at $300, and a Hoyts La Premiere gift card valued at $200.

As part of the month-long the Mother’s Day celebrations, lucky mums spotted shopping at Botany Town Centre found themselves on the receiving end of random acts of kindness. More than $5,000 in gift cards was given away to reward mums and encourage them to take time out of their busy schedule and treat themselves.

Results

The Permission to Think About You campaign achieved excellent results in the media, community buzz and the strengthening of new and existing relationships.

The campaign provided good media opportunities across a number of channels, including local community, online and industry media, and social media avenues such as YouTube and Facebook.

Media releases were generated in accordance with the centre’s activities during the campaign, and achieved over $50,000 worth of public relations value for Botany Town Centre.

Prominent local newspapers Howick and Botany Times, Howick and Pakuranga Times and Eastern Courier published stories regarding the search to find the community’s best mums. The Eastern Courier article included the YouTube link to the Botany Town Centre video produced for the campaign.

There was strong online media pick-up from news sites Infonews.co.nz, Scoop.co.nz and Stuff.co.nz, and engagement on Facebook, YouTube and online event diaries. Industry publications Shopping Centre Weekly and NZ Retail also published stories about the Permission To Think About You campaign featuring overall best mum Melany Adams.

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.

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.

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.

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
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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

In June 2010, Konica Minolta and the Vodafone Warriors launched the third annual League in Libraries programme in Auckland.

The Alexander Communications team was challenged to show kids that ‘reading and writing is cool’, and to encourage them to learn that reading is a valuable life skill whether they dream of becoming a rugby league player, doctor, firefighter or dancer.

Children were invited to write a short story or poem about their favourite Vodafone Warriors player for the chance to win a reading and writing session at an Auckland library with some of the team’s players. The four selected libraries that hosted League in Libraries 2010 were Pakuranga Library, Waitakere City Library, Glenfield Library and Manurewa Library.

Konica Minolta has received an overwhelming response from Auckland schools since the programme began in 2008. From just two schools, the programme grew to 50 schools (more than 500 entries) in 2009.

Each year, Konica Minolta has the tough job of choosing eight winning schools from the many entries. Not only do the students get to meet their favourite Vodafone Warriors players, but each of the eight schools receives two Canterbury of New Zealand rugby league balls and tickets to a Vodafone Warriors home game.

In addition to the library literacy sessions, League in Libraries 2010 included a surprise school visit from Vodafone Warriors NRL Reading Captain Jerome Ropati. Dropping by Northcote Primary School, Ropati presented overall winner Finn Nicholson with a signed Vodafone Warriors shirt, and tickets to a Vodafone Warriors home game for his entire class. Finn’s winning entry was a brilliant short story about the Warriors hat-trick win against the Brisbane Broncos which included colourful descriptions like ‘fighting over the ball like lions’.

Because League in Libraries Auckland received such a great response, there is consideration for a national campaign. To get the ball rolling, some of the Vodafone Warriors took the programme to one lucky Christchurch school – Central New Brighton School. Two classes were selected to meet some of the Vodafone Warriors players and take part in a League in Libraries activity afternoon. 

Results

The local community newspapers were very supportive and super-keen on the involvement of the Vodafone Warriors. We achieved excellent coverage in the Eastern Courier, Howick and Pakuranga Times, North Shore Times, Upstart Magazine, Christchurch Mail and Pegasus Bay News.

Popular children’s television show Studio 2 Live (TVNZ) were most interested in this initiative and sent host Matt Gibb along with his television crew to capture the action at Pakuranga Library. 

The clip included interviews with Vodafone Warriors NRL Reading Captain Jerome Ropati, team mate Michael Luck and stories read by participating students from Oranga School and Sunnyhills Primary School.

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.

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TVNZ's ONE News Breakfast host Tamati Coffey with children at the Kids Cook at LynnMall kitchen

Inspired by the huge popularity of MasterChef, LynnMall Shopping Centre briefed the Alexander Communications team with a creative cooking concept to encourage kids to embrace healthy eating and learn basic cooking skills.

During the July school holidays, kids were invited to don their chef’s apron and hat and come down to the Kids Cook kitchen at LynnMall. For $5 per class, children got the chance to create a delicious and nutritious 5+ A Day approved recipe with all proceeds going to the Foundation for Youth Development (FYD).

More than 370 children participated in the cooking classes over the two-week period, creating pizza, fruit parfait, oaty pancakes and pizza kebabs in the Fisher and Paykel kitchen. Fresh produce and products were supplied by Countdown and Healtheries.

Kids Cook at LynnMall was an event for the whole family to take part in, and with the Family Cook-Off challenge, several families took up the opportunity to submit their favourite family recipe online. Team Madison and Team Hannah took out the top two spots and were challenged to a cook-off on Sunday 18 July. 

The special guest judges – Nestle Hottest Home Baker winner Toni Causley, Deputy Mayor of Waitakere City Penny Hulse, and TV personality Trudi Nelson – had a difficult time deciding between the two dishes created by Team Madison and Team Hannah. In the end, Team Madison won the overall prize for their chicken pesto wrapped in bacon, while Team Hannah received a runner-up prize.

The Saxon Twins Olivia and Hayley with a variety of pizza toppings

In addition to the funds raised from the children’s cooking classes, LynnMall Shopping Centre was proud to present an even bigger cheque to the Foundation for Youth Development, with money raised from a charity auction that took place after Family Cook-Off.

The celebrity guest visits by Sticky TV’s Sam Wallace and Auckland Blues players caught the attention and interest of shoppers who passed by the Kids Cook kitchen.   

The concept received great reviews. Kids Cook at LynnMall was an unforgettable learning experience for everyone who participated.  
 

Results

TV1’s Breakfast programme broadcast live from the Kids Cook at LynnMall kitchen on Friday 2 July 2010. The five weather segments were presented by Tamati Coffey outside LynnMall Shopping Centre and around the Fisher and Paykel kitchen. 

The community papers and children’s publications were also supportive and keen to find out what the children created. We achieved front-page coverage in Education Weekly, a feature in the Western Leader and coverage in the Titirangi Tatler.

We were also supported radio stations The Edge, Easy Mix and The Breeze also supported Kids Cook at LynnMall by giving ad-lib mentions about the programme.

There was an excellent response from online media with posts at Eduvac.co.nz, Freshinthekitchen.co.nz, whatnow.co.nz, familytimes.co.nz and on various event-listing pages – Eventfinder.co.nz, whatsonmsn.co.nz and eventsyahoo.co.nz, among others.

Auckland Blues Communications Assistant James Rigby filmed the players’ visit to LynnMall and as a result, the footage is now featured on Youtube.com, Aucklandrugby.co.nz and worldcuprugbynewzealand.com.

Vodafone Warriors Reading Captain Jerome Ropati reads with students from Te Papapa School, Onehunga

“Kevin Locke attacks the other team like he is a champion of wrestling. Steve Price is as tough as elephant skin, yet moves as slippery as a gecko. Brent Tate is like a train with no brakes – accelerating, huffing but never puffing.”

This inventive description of three Vodafone Warriors is the work of one of the many Auckland children whose creative juices are still flowing after the success of the Vodafone Warriors League in Libraries programme with two Auckland schools in 2008, and 50 schools (more than 500 entries) in 2009.

While the Vodafone Warriors aim to make their way up the National Rugby League (NRL) ladder this season, their latest endeavour off the field is continuing to inspire Auckland children to get reading and writing through the third annual League in Libraries programme, supported by Konica Minolta.

The League in Libraries initiative aims to improve the literacy levels of children aged seven to nine by encouraging them to learn the valuable life skills of reading and writing at an age where reading can become difficult.

“Konica Minolta has strong partnerships with many schools so we’re delighted to be supporting child development and education through the League in Libraries programme for a third year in a row and to help give Year Four and Five kids throughout Auckland a chance to be involved,” says National Marketing Manager Josh Byers. “The Vodafone Warriors are great ambassadors for the programme. If they say reading is cool, it means a lot in the minds of their young fans and we hope it will inspire kids to put pen to paper and get stuck into a good book.”

For a chance to meet the rugby league stars, children are asked to express their creative side by submitting an illustrated short story or poem incorporating their favourite Vodafone Warriors player.

The best classroom entries will be judged by Konica Minolta as well as Vodafone Warriors NRL Reading Captain Jerome Ropati. The top eight winning schools will be invited to meet some of the Vodafone Warriors at four special local library visits in July and August. To ensure all the winning schools get the chance to meet their favourite players, Konica Minolta will be providing transport to and from the library visits.

While the players are visiting the library, they will work with children to complete four literary activities, two of them centred on New Zealand books: Papa’s Donuts by Kate Moetaua, and Henry & the Flea by Brian Faulkner, a story about a young boy who dreams of one day playing for the Vodafone Warriors. Each child attending the library visit will receive a free copy of one of these books to take home.

The eight selected schools will also receive two Canterbury of New Zealand rugby league balls and tickets to a Vodafone Warriors home game. The student with the best overall story or poem will receive a signed 2010 Vodafone Warriors rugby league jersey.

“Working with the community is a big part of what we do,” says Vodafone Warriors player Jerome Ropati. “Players need to have more in their lives than simply training and playing, and initiatives such as the League in Libraries programme are a great opportunity to make a difference in the lives of our young people. Helping kids to develop their literacy skills is a really positive way to go.”

Schools can receive entry details by contacting Sonya Mills on 09 356 6897 or email sonya.mills@konicaminolta.co.nz. Completed entry forms and the short stories and poems from year 4 and 5 classrooms in the Auckland region can be sent to: League in Libraries Programme, Konica Minolta, Private Bag 92635 Symonds Street, Auckland. One entry form per classroom (unlimited student entries permitted per class). Entries close on Friday 4 June. The eight winning schools will be notified by 25 June.

The League in Libraries day will take place at the following locations and dates:

Pakuranga Library – Tue 20 July
Waitakere Library – Tue 27 July
Glenfield Library – Tue 3 August
Manurewa Library – Tue 10 August 

Visit www.warriors.co.nz for more information.

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Heart disease is the single biggest cause of death for women in New Zealand. It takes four times as many lives as breast cancer, yet most women do not know they are at risk.

Sue Cremer was unaware of the risk. Despite having a family history of heart disease, she never saw herself being affected. A year after her brother had heart surgery, she finally underwent a series of heart health checks. The results were alarming. Even with a healthy lifestyle and zest for life, the tests showed significant blockages in her arteries and a high cholesterol level. Although she was fit and active, Sue was very close to needing a bypass.

“I got such a shock. I thought I was invincible,” says Sue. “It wasn’t as if I was given a death sentence, because I had a choice. But if I had not taken heed of what my doctor said, death may have been looming. 

“It has been two years since I had my checks and the turn around has been amazing. I have changed my diet and exercise more regularly, often walking 14 to 15 kilometres a week. At Christmas, I had an angiogram and the results were astounding. I now have unblocked arteries, which is a direct result of my diet and exercise.

“Now all my friends are rushing off to their doctor and I’d encourage any woman to do likewise. I’m like a little evangelist. I’m spreading the word and it has really got my friends thinking about their health.”

Like Sue, Botany Town Centre will be helping to raise awareness about the risk of heart disease in Kiwi women, while supporting the Heart Foundation. On Thursday 6 May between 6pm and 10pm, Botany Town Centre will be hosting a ‘Splash of Red’ VIP night, offering a great night out for all, including a live charity auction with proceeds going to the Heart Foundation, live entertainment and free giveaways.

A not-for-profit organisation, the Heart Foundation funds research and promotes heart health in order to help stop New Zealanders dying prematurely from heart disease. The Foundation is hosting a series of ‘Go Red for Women’ breakfast events from 1 to 6 May, and with the ‘Splash of Red’ VIP night aims to empower women to take charge of their own health, know their heart health numbers and enjoy life. 

A heart disease survivor and patron to the Go Red for Women programme, former Prime Minister Jenny Shipley says if women took the time to visit to their GP, find out their numbers (blood pressure and cholesterol) and use the Heart Foundation’s new Know Your Numbers website, they would know what lifestyle, dietary and health changes to make to ensure they are doing everything possible for their heart health.

“It is a fact that heart disease is responsible for four times as many deaths as breast cancer. And while breast cancer is an important health issue, my hope is that these events will encourage women to treat themselves this Mother’s Day and get a handle on their heart health by having a heart health check. No one wants to die early.

“By using the Know Your Numbers website, a person can calculate their current and future heart risk using two of the most important numbers they’ll ever need to know – blood pressure and cholesterol ratio. These numbers, in conjunction with a person’s heart story – including age, ethnicity, smoking and family history – can offer a striking insight into a person’s health and the effect lifestyle choices are having on their body.”

Botany Town Centre Senior Marketing Manager Desiree Clark said, “It is a pleasure to be supporting the Heart Foundation and the great work that it does for New Zealanders.

“It is important that women take some time out to look after their own health and wellbeing and with the ‘Splash of Red’ event we hope to encourage those women to do so by having a heart health check.”

For more information on the ‘Splash of Red’ VIP Night at Botany Town Centre visit www.botanytowncentre.co.nz

‘A Splash of Red’ VIP Night – Botany Town Centre Thursday 6 May

• A live charity auction in support of the Heart Foundation will take place at 7.30pm.
• Heart Foundation volunteers will be in-centre to speak to guests and provide information regarding the Foundation and heart disease.
• A great line-up of entertainment including, The Peter Koopman Jazz Duo, keyboard jazz musician Mike Walker, fire dancers, and Ceroc performers.
• Roaming characters Austin Powers, the Queen of Hearts and Spiderman will be handing out free giveaways and vouchers.
• Every customer who makes a purchase on the night is eligible to receive an entry into the draw to win a $2,000 shopping spree at Botany Town Centre. The winner will be drawn live at 9.40pm.

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