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.
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.