Scentre Group Launches Westfield Fashion Campaign

Scentre Group Launches Westfield Fashion Campaign
SHARE
THIS



Scentre Group has kicked off its new fashion campaign for spring and summer across 35 of Australia’s Westfield shopping centres, as well as revealing the shopping centres’ new style ambassadors.

The fully-integrated campaign, ‘The Front Line’, celebrates Australian style leaders who are living inspiring lives both on and off the runway, with Emma Balfour, Ollie Henderson, Mattia Harnacke and Yaya Deng announced as this season’s Westfield style ambassadors.

The campaign launched today with the help of Sibling Agency (a full-service marketing company established by WPP AUNZ and dedicated to the Westfield brand) across earned, owned and paid channels, including website, the Westfield Smartscreen network of 1,200 screens, a partnership with Vogue Australia, YouTube, native content and digital publications, as well as through PR and social.

The campaign features key seasonal looks from international and Australian designers including Sass & Bide, Gucci, Givenchy, Paul Smith, Ted Baker, Saba, Ginger & Smart, Cotton On and MJ Bale.

Scentre Group has also released an immersive 360-degree behind-the-scenes video to coincide with the campaign launch, providing an inside look at how it was created, as well as allowing shoppers to view this season’s trends from every angle.

The group said high-definition Smartscreen video and snackable social content will be supported by more in-depth behind-the-scenes videos that reveal how Westfield’s style ambassadors are on the front line of the fashion industry.

“Our ambassadors this season are not only on the front line’ in fashion – they’re also pushing boundaries with a strong voice on causes beyond the fashion world,” Sarah Cleggett, general manager of product, experience and communications at Scentre Group, said.

“We’re aiming to capture the energy and confidence that comes from pursuing what’s important to you while embracing an individual approach to style.

“With the largest range of international, local and designer retailers in our centres and online at www.westfield.com.au, we hope shoppers find endless inspiration through this campaign.”

Latest News

News DNA Launches Real Time Native
  • Media
  • Technology

News DNA Launches Real Time Native

News DNA has unveiled Real Time Native which is a content marketing thing and not a potted grevillea, apparently.

New Microsoft Surface Brand Play Is ‘Anything But Ordinary’
  • Media
  • Technology

New Microsoft Surface Brand Play Is ‘Anything But Ordinary’

Microsoft has launched a brand new campaign across ANZ, linking the new Surface devices including Pro 6, Laptop 2 and Surface GO LTE 4G with a series of unexpected and spectacular locations from the region. Led by PR, social and experiential, the ‘Anything But Ordinary’ campaign encourages consumers to pursue their difference, push personal boundaries and chase their ambitions. […]

Patties Frozen Foods Creating New Benchmark For “Premiumisation”, Says Marketing GM
  • Marketing

Patties Frozen Foods Creating New Benchmark For “Premiumisation”, Says Marketing GM

Classic Australian brand, Patties, is breathing new life into its crowd-pleasing party favourites. To celebrate this, and the fact that the brand turned 51 this month, Patties held a killer party on Sydney Harbour. The event also marked the Patties brand officially stepping out of party pies and sausage rolls and into a full range of […]

Why Australian Marketers Need To Evolve Their Scores
  • Opinion

Why Australian Marketers Need To Evolve Their Scores

In this guest post, David Lambert (pictured below), global head of Medallia Insights Consulting, says a majority of Australian marketers are remunerated based on a Net Promoter Score (NPS) that fails to measure the strength of their customer relationships and drive them to develop customer-centric strategies… Since being thrust into the business lexicon 15 years ago […]

Opinion

by B&T Magazine

B&T Magazine