A large-scale rooster installation, traditional Chinese Opera performances and in-centre POS highlighting the creativity of Asian culture form the centerpiece of The Royals’ first campaign for the Queen Victoria Building, celebrating the Year of the Rooster.
The aim of the campaign is to create an exclusive, prestigious and memorable experience to entice high-end shoppers to Sydney’s iconic retail destination, using the inspiring backdrop of the Lunar New Year.
Spearheading the campaign is a four-metre-high installation of a rooster, curated by Art Pharmacy Consulting and combining the work of innovative Sydney artists, designers and makers. Standing proudly under the QVB’s historic dome, the rooster can be viewed from every level of the centre and is gathering an Instagram following with the #qvbrooster hashtag.
In-centre POS posters and banners feature six Asian-Australian models holding beautiful, live roosters and dressed in a selection of the centre’s latest fashion retailers and exclusive QVB jewellers. The imagery is also being used on the QVB’s owned channels and social media platforms.
The New Year Lunar celebrations culminated in exclusive in-centre performances of Chinese Opera and Chinese folk songs over four days from Friday 27 January to Monday 30 January, to ensure shoppers enjoyed an unforgettable cultural experience.
The Royals ECD Nick Cummins said, “The QVB offers a distinctive retail experience in a beautiful heritage building, so our work brings together that perfect blend of tradition and modernity in celebrating the Year of the Rooster – that meant offering something different to what the broader community were doing for Lunar New Year. I’m happy to say there are no paper lanterns or dragon boards in sight.”
Victor Gaspar, group general manager at Ipoh, added, “The Lunar New Year is an important retail opportunity and we wanted to give shoppers an inspiring and innovative reason to visit the QVB.
“The Royals have certainly delivered on the brief with an eye-catching campaign that is bringing the Lunar New Year occasion to life in a meaningful and lucrative way.”
Product: Queen Victoria Building
Senior Marketing Manager: Shauna Corr
Assistant Marketing Manager: Rebecca Jung
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Senior Creative: Tommy Cehak
Graphic Designer: Anthea Wright
Integrated Producer: Rene Shalala
Strategy Director: Clare La Palombara
Account Director: Pri Patel
Account Manager: Michelle Kroger
Photographer: Milos Mlynarik
Producer: Matt Chee
Artist Collaboration: Art Pharmacy Consultancy, Reo & Co, Jeff McCann, Maker Maker Creative