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.
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.