To mark the start of a brand repositioning for Highpoint Shopping Centre, Bastion created a campaign, “How do you Highpoint?” to coincide with the release of spring and summer season collections.
The new brand repositioning stems from consumer research, highlighting a growing demand for personalised, luxury retail experiences.
“Highpoint has a truly premium shopping environment that is poised to expand, so this invitation goes out right on time. How do you Highpoint? is an irresistible question, asking shoppers to curate their ultimate personal experience through the centre’s myriad of boutiques, high-end and highly desirable retail brands. This is just the beginning of an exciting journey for the GPT Group,” said Mike Godwin, managing director at Bastion.
“High fashion and high energy had to become synonymous with Highpoint. It’s a previously untapped territory for the centre. There’s a sense of confidence, joy and spontaneity that sees our talent caught up in the moment. The concourse doubles as a catwalk as we show off retailer collections. Our campaign heroes are the fashionista, the foodie and everything in between,” added Elizabeth Wilmott, creative director at Bastion.
“Our new campaign marks a pivotal moment for Highpoint, aligning with our focus on elevated in-centre experiences aiming to set the stage for a new era at Highpoint,” said Twist. “‘How Do You Highpoint?’ offers shoppers a chance to experience a curated, personalised journey every time they visit. Whether it’s a day of self-care, a fun outing with friends, family time, or a romantic date, this campaign captures the many ways our customers can enjoy a day in the centre,” said Fiona Twist, senior marketing manager at Highpoint.
‘How do you Highpoint?’ will feature across OLV, OOH, on-premises and across digital activations.
Credits:
GPT Group
Marketing General Manager: Simon Burrett
Senior Marketing Manager: Fiona Twist
Bastion Agency
CEO – Mike Godwin
General Manager – Susan Bird
Head of Earned Strategy – Natalie Arnull
National Head of Production – Kaelene Morton
Creative Director – Elizabeth Willmott
Art Director – Caitlin Clarke
Copywriter – Abbey Jane
Senior Media Director – Georgia Comensoli
Client Director – Madeline Bakker
PR Client Director – Chloe Dunn
PR Manager – Niamh O’Hare
Producer – Ravenna Bouckaert
Photographer – Jo Duck (Photoplay)
Motion Director – Didier Kasjan
Editor – David Wade
Media Agency
Hatched Media
