CENTRE REDEVELOPMENT MARKETING CAMPAIGN

The $300M redevelopment of Robina Town Centre was a monumental undertaking that was to create much disruption to shoppers and retailers alike during the two years of construction works. To overcome any negative perceptions or frustrations during this construction phase a campaign was conceived around the concept of ‘We’re adding all the right pieces’. This message was consistently and regularly delivered to both retailers and consumers to constantly remind them of the end rewards and ‘keep their eye on the prize’.

The result was a massively successful campaign, which incorporated the puzzle theming being applied to an extensive amount of collateral and marketing materials across the campaign period. The campaign created much anticipation amongst the general public and retailers, as Queensland’s largest new shopping centre slowly emerged.