This article by Rhys Simonds, Regional Marketing Manager at Charter Hall forms part of a special feature published in the latest edition of SCN Magazine. Premium members can view the full digital edition here


With more than 30 years’ experience in property investment and funds management, Charter Hall is one of Australia’s leading fully integrated property groups. With partnership at the heart of our approach, we’re creating places that help grow communities, turning them into the best they can be and unlocking hidden value. The impacts of what we do are far-reaching. From helping businesses succeed by supporting their evolving workplace needs, to providing investors with superior returns for a better retirement, we’re powered by the drive to go further.

‘United We Shine’ was designed to shine a light on diversity and love, by providing a safe and inclusive space for members of the LGBTQI+ community, inviting all locals and shoppers to share in the celebration at Pacific Square, Maroubra. It delivers on Charter Hall Retail’s brand ambition to be recognised as the brand that is playing its part in bringing Australian communities closer together.

While the Sydney Gay and Lesbian Mardi Gras has been in existence for 44 years, only in more recent years has inclusivity of the LGBTQI+ community in Australia seen more meaningful change. In 2017, Australians voted to amend the Marriage Act to redefine as ‘the union of two people’ rather than be gender-based. Societal values have progressed to provide stronger representation of LGBTQI+ members in the media (such as RuPaul’s Drag Race), corporate partnerships and more.

Pacific Square was transformed through a series of spectacular rainbows, which led to the main entertainment area and alfresco dining precinct

As part of Charter Hall’s Diversity and Inclusion strategy, there was a clear opportunity for us to demonstrate commitment and create meaningful connections with the LGBTQI+ community. Pacific Square is well-positioned to deliver on this objective, being only 8km away from Oxford Street; the foundational location of Sydney’s LGBTQI+ movement.

To coincide with the 2022 Sydney Gay and Lesbian Mardi Gras, a partnership with renowned transgender DJ Victoria Anthony took place with nine days of live music, pride and celebration to add plenty of sparkle to Pacific Square. Drag Queen celebrity Hannah Conda (as featured on RuPaul’s DragCon) also appeared at the launch event to hype shoppers up and create talkability.

A partnership with renowned transgender DJ Victoria Anthony took place with nine days of live music, pride and celebration

The centre was transformed through a series of spectacular rainbows, which led to the main entertainment area and alfresco dining precinct, Town Square. In addition, $10k worth of giveaways were distributed through an ambassador ‘ally’, in brightly themed attire, who distributed instant prizes.

Over a period of only nine days, the campaign achieved supportive results with a social reach of 21,477, a social engagement of 2,100 (reactions, comments, shares and link clicks), as well as positive sentiment among tenant customers and shoppers.