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BrandSpace launches The Season for Westfield to help brands capture Christmas early
The Season for Westfield BrandSpace team
Scentre Group BrandSpace has officially launched The Season for Westfield, giving partners the opportunity to tap into one of Aotearoa’s biggest retail moments early.
In 2024, Westfield saw a 12% increase in customer visits between October and December compared to the average visitation throughout the year1.
As part of the campaign, five Westfield destinations across Aotearoa are transformed for the occasion, creating a platform for both brands and retailers.
In addition, BrandSpace offers deep customer insights and behavioural data, helping marketers reduce guesswork in campaign planning and reach their audiences at the right time and in the right context.
Where brands meet customers
The Season for Westfield is where brands meet customers at moments of high intent, says Richelle Scott, BrandSpace’s head of media sales.
“It’s a time when purpose, emotion and curiosity align. Shoppers are highly receptive and brands have a unique chance to engage meaningfully and drive measurable impact.
“In Q4 2024, NZ Westfield shoppers spent over $646 million in retail sales2. In fact, 89% of the country’s total retail spend in Q4 happened in-store, proving the influence of physical retail3.
“The Season for Westfield is about helping marketers harness that momentum,” Scott adds.
With the runway to planning already well underway, BrandSpace is encouraging partners to plan early and take advantage of the entire period – which in recent years has extended to encompass early momentum in October, through Black Friday to Boxing Day and on to Back to School in the new year.
Sources:
1. Scentre Group Customer Visits for Oct – Dec 2024, New Zealand, comparing Oct – Dec with a typical quarter, Jan – Sep 2024
2. Scentre Group Turnover, for the FY 2024 ; Sales based on formation of Scentre Group in 2015, as owner/operator status of Westfield-branded shopping centres in Australia
3. NZ Post BusinessIQ, What Made Q4 2024 a Standout Season for Online Shopping?, published Feb 2025
4. New Zealand ‘Guns’ 2025 distributed by Shopping Centre News
