Challenge.

Increase brand awareness and excitement amongst Gold Coast locals about Robina Town Centre; encourage interest and drive customers to the centre.

Solution.

The four month campaign involved a large scale activation; concept creation, design and build; talent scouting and management; event management; and broadcast and editorial publicity, with a focus on local media. The objective was to create an exciting and enticing pop-up shop and competition, curated by local celebrities, to encourage Gold Coast locals to visit the Robina Town Centre and shop locally from its retailers. The “By Locals, For Locals” initiative saw over 400 consumers enter the draw to win exclusive access to each celebrity styled pop-up shop and take home a share of $40,000 worth of prizes.