Retail property company Ipoh has appointed The Royals as its agency of record on iconic Sydney retail destinations Queen Victoria Building and The Strand Arcade after a competitive pitch.

Targeting inner-city Sydneysiders, The Royals’ first campaigns for both QVB and The Strand Arcade will launch in January and promote the centres as world-class shopping destinations offering a unique and luxury experience in the heart of the Sydney CBD.

Taryn McGurk, group marketing manager at Ipoh, said: “We’re delighted to announce the appointment of The Royals to the QVB and Strand Arcade creative accounts after a rigorous tender process. We look forward to working closely with the them to push the boundaries of ideas and encourage our shoppers to discover the distinctive retail experience we have to offer, combined with the heritage and unique architectural values of the buildings themselves.”

The Royals managing partner Dan Beaumont added: “We are in the business of collecting great brands and clients to work with creatively, so we’re really happy to be chosen by the team at Ipoh to work on The QVB and The Strand Arcade. At a time when we can shop anywhere, anytime, the appeal of an immersive retail experience cannot be underestimated. We’ve got some great ideas for both centres so can’t wait to get started.”

The appointment follows a number of other key client wins for the agency over the past six months, including City of Melbourne, Melbourne Racing Club, Sara Lee, Spotless, Snack Brands Australia, Lion and Film Victoria.