Alt/Shift is thrilled to announce its appointment as the retained PR agency for Vicinity Centres’ property, the Queen Victoria Building (QVB), a step that sees the agency further expand its retail and hospitality portfolio.
Alt/Shift will leverage its creative and strategic firepower to develop compelling, integrated campaigns that break through the noise and reinforce the QVB’s position as one of Sydney’s leading international and Australian retail and dining destinations.
Alt/Shift’s strengths in media relations, experiential and social media made the agency a natural fit for the role, while its understanding of the corporate environment proved to be a great bonus.
Vicinity Centres took ownership of the Queen Victoria Building in 2018, and since then the team has been working towards reinventing the iconic heritage-listed building and status as an international and premium retail and dining destination.
This positioning will be a focal point of Alt/Shift and the QVB’s strategy, leveraging the international and local fashion brands along with the dining establishments within the iconic building.
QVB marketing manager Clare Marie Martinez said she felt the alignment and timing was perfect.
“From my first meeting with Alt/Shift it became apparent that our vision for the QVB was in sync. This, combined with their capacity for creative ideation and strategic planning made us confident about the choice and excited for what’s to come. Our joint ambition will ensure that the QVB is central to Sydney’s cultural heartbeat through a series of captivating activations, experiences and partnerships.”
Ms Martinez said, “the QVB is currently undergoing some exciting changes, making this the ideal time to bring a creative communications agency like Alt/Shift into the fold.”
Commenting on the appointment, general manager of Alt/Shift, Andie Crawford, said, “the QVB is a true icon of Sydney, one that manages to be progressive in its thinking while remaining respectful to its rich heritage. It deserves a sophisticated and well-thought-out communications program and I’m delighted that we’ve been selected to tell its stories and share its secrets – we look forward to a long and prosperous partnership.”
The QVB joins an ever-growing list of Sydney based clients, following Alt/Shift’s recent appointment as Whitley Neill Gin’s retained agency, alongside an ongoing stream of project based work with Virgin Australia. Alt/Shift’s impressive national client list includes brands such as Crown Hotels & Resorts, Mazda, Lion Dairy & Drinks and Origin Energy.
Since opening its doors in Melbourne in August 2016, Alt/Shift has grown from a team of six to 26 and opened a second office in Sydney.