2018 ESG Report
Fashion: Building excitement for launch
Jan 1, 2019

In late 2017, we installed a range of promotional assets at Canberra Centre to herald the arrival of the capital’s first H&M store.

Digital screens, escalator decals, boardwalk flags and atrium banners were displayed for a six-week period, commencing three weeks ahead of the store’s opening. These out-of-home assets were complemented by eDM and social media activity, a targeted PR campaign and influencer outreach.

This tailored launch campaign proved extremely successful in creating buzz around the opening and led H&M to adopt a similar approach when opening at Robina Town Centre the following year.

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