To mark the start of a repositioning for Highpoint Shopping Centre, Bastion was challenged with a brief to showcase Highpoint as it is today – an elevated shopping experience in a premium environment. How do you Highpoint? is an open invitation for new and existing audiences to come and shape their very own Highpoint experience; one that will be different every time they visit. The campaign celebrates Highpoint’s rich tapestry of offerings, discoveries, pleasures and indulgences to suit every mood, mindset and moment.
The campaign is a core pillar of Highpoint’s marketing strategy, driven by market-leading customer experiences and increased focus on growing the centre’s Australian designer and bridge-luxe offerings.
“Highpoint has a truly premium shopping environment that is poised to expand, so this invitation goes out right on time. How do you Highpoint? is an irresistible question, asking shoppers to curate their ultimate personal experience through the centre’s myriad of boutiques, high-end and highly desirable retail brands. This is just the beginning of an exciting journey for the GPT Group,” explains Mike Godwin, Managing Director at Bastion.
Launched to coincide with the release of the spring and summer season, the creative vision is a high-octane festival of vibrancy, glamour and colour. “High fashion and high energy had to become synonymous with Highpoint. It’s a previously untapped territory for the centre. There’s a sense of confidence, joy and spontaneity that sees our talent caught up in the moment. The concourse doubles as a catwalk as we show off retailer collections. Our campaign heroes are the fashionista, the foodie and everything in between,” reveals Elizabeth Wilmott, Creative Director at Bastion.
Fiona Twist, Senior Marketing Manager at Highpoint said the new brand repositioning stems from consumer research, highlighting a growing demand for personalised, luxury retail experiences.
“Our new campaign marks a pivotal moment for Highpoint, aligning with our focus on elevated in-centre experiences aiming to set the stage for a new era at Highpoint,” said Twist. “‘How Do You Highpoint?’ offers shoppers a chance to experience a curated, personalised journey every time they visit. Whether it’s a day of self-care, a fun outing with friends, family time, or a romantic date, this campaign captures the many ways our customers can enjoy a day in the centre,” she added.
How do you Highpoint? will feature across OLV, OOH, on premises and across digital activations.
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