Congratulations… ‘Think West’
The annual SCCA Marketing Awards recognise the ‘best of the best’ in shopping centre marketing from across Australia, with 17 awards being presented across five categories – Branding and Repositioning, Digital Initiative, Community, Development and Redevelopment, and Sales Promotion.
The Sabina Rust Prize for Campaign of the Year was won by Highpoint Shopping Centre for its ‘Think West’ campaign.
‘Think West’ encouraged the community to engage with a festival of philosophy and culture catered to Melbourne’s West, with over 40 events including workshops, walking tours, conversation evenings and marquee events over the course of the campaign. Powered by Highpoint, the campaign involved an industry-first partnership with global cultural enterprise The School of Life.
The GPT Group’s Head of Retail, Vanessa Orth, said of the win, “We are proud to have delivered an innovative campaign that was embraced with open arms by the community. Think West started a conversation about philosophy and culture at Highpoint which created meaningful connections far beyond the centre’s walls.”
A first to the Australian market, Highpoint’s marketing team worked with 24 community partners to come together and facilitate the sharing of ideas, philosophy, and culture with over 3,000 participants in the Think West campaign.
Highpoint delivered a groundbreaking partnership with The School of Life, as the first Shopping Centre to work with the global cultural enterprise to cater a program that celebrated the cultural diversity of Melbourne’s West.
