In an extremely Kiwi affair, shopping centre owner Kiwi Property has partnered with TVNZ to promote its fashion and beauty retailers on lifestyle programme Kiwi Living.
The segments, hosted by New Zealand celebrity Kylie Bax, will feature products which can be found at Kiwi Property’s shopping centres. They will be part of Kiwi Living’s second season. Teasers now available on Kiwi Living’s website feature a makeover segment where a young fireman shops at Barkers, Amazon and Overland, and a ‘Shop the look’ article which promotes Country Road items.
According to new valuations released last week, Kiwi Property’s retail portfolio is worth around $1.8 billion. Its centres include Auckland megamall Sylvia Park, valued at $709 million, plus the newly-renovated LynnMall; Centre Place in Hamilton; Northlands in Christchurch; North City in Porirua and The Plaza in Palmerston North. It also owns Sylvia Park Lifestyle and Westgate Lifestyle, two large format retail centres in Auckland.
Kiwi Property will support the sponsored television show during April and May with a social media blast and its first national fashion advertising campaign, ‘Style Me’.
Style Me will see stylist Angela Stone offering free 30-minute styling sessions for customers across all Kiwi Property shopping centres. Customers will be encouraged to recreate her looks by shopping with their local retailers at Kiwi Property centres.
Karl Retief, Kiwi Property’s general manager retail portfolio, says the sponsorship is a real step change in the company’s approach to retail marketing.
“We are looking to promote our shopping centres with broader exposure to consumers by leveraging the strength of our brand nationally – Kiwi Living delivers to this perfectly.”
He also referenced Kiwi Property’s Christmas campaign from December, saying the company remains interested in finding ways to deliver rewarding experience to customers and retailers.
“In December, we launched New Zealand’s largest ever augmented reality campaign to bring some additional Christmas cheer to our shoppers and increase foot traffic for our retailers. Over the 22 days of the campaign, more than 40,000 customers interacted with our animated Christmas characters,” says Retief.
Kiwi Living screens on channel one at 7.30pm on Fridays.
- This article was originally published on our sister publication The Register.