123

Mother in focus: Westfield's latest autumn campaign

  • Advertising
  • March 6, 2018
  • The Register Team
Mother in focus: Westfield's latest autumn campaign

Scentre Group’s latest autumn campaign, ‘Whatever your priority, you’re ours’, pulls at the heartstrings as mothers are brought front and centre in celebration of the newest season and Mother’s Day.

Launching the autumn campaign in Westfield shopping centres, Scentre Group has made an effort to focus on one of its biggest core groups – mothers. And as Mother’s Day falls within the season, it's perfect timing to reflect on the women that they are celebrating. A diverse mix of families within the campaign also shows an all-inclusive consumer, from various walks of life.

Dana Ridge, head of content, Scentre Group says mums are core to Westfield.

"And with Easter, school holidays and Autumn’s crescendo, Mother’s Day, falling within the season, we not only wanted to support mums but celebrate them. Steering clear of stereotypes, we wanted to show how she effortlessly switches between roles, from cooking with the kids and experimenting with the latest fashion, to catching up with her mum tribe – all while still staying true to herself.”

Retailers such as Bonds, Adairs, Bed Bath N Table, Country Road, Ella Bache, H&M and Karen Walker are just a few that are featured in the campaign. As the season kicks into gear, Westfield’s Fashion Weekend will also be held on March 10 and 11. The weekend includes activations, exclusive sales and a starting point for customers looking to shop for the upcoming season.

The campaign will launch in 39 Westfield malls around Australia and New Zealand, with the film being brought to life on its own networks including SmartScreens and SuperScreens found in the centres.

Scentre Group will launch the Autumn ‘18 integrated national campaign with Sibling Agency, the full-service agency offering established by WPP AUNZ dedicated to the Westfield brand.

This story was originally published on The Register.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

news

The Hot List 2018: vote for the media industry's best thinkers, creators and products

For our next issue of NZ Marketing magazine (on sale in June), we’re getting in on the listicle action by selecting the best of the bunch in the media business. While the editorial team puts their heads together to figure out who and what comes out on top, we need avid readers with their fingers on the pulse to vote for their favourite magazines, TV shows, radio brands, media companies, visionaries and more. Voting closes 6 June.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit