brand intelligence Intelligent and dynamic partnership marketing opportunities in our shopping centres.
page two.
contents What is Brand iQ? Centre Profiles Intelligent Packages Experiential Marketing Proximity Media Print Media Digital Media Unique Opportunities Intelligent Sponsorship Sponsorship Options Co-sponsor Major Campaigns
page four. page six. page sixteen. page eighteen page twenty. page twenty two. page twenty four. page twenty six. page twenty eight. page thirty. page thirty two.
page three.
page four.
“With 114 million* customers per annum, our shopping centres provide an intelligent channel of communication to help you reach your marketing goals.�
what is Brand iQ? intelligent communication Brand iQ is the ultimate platform for putting your brand in front of thousands of shoppers every minute of every day. It is partnership marketing that transcends the traditional avenues of advertising, allowing savvy brands to converse with consumers via multiple touchpoints. By engaging consumers through meaningful experiences, Brand iQ gives you the ability to influence customers on the path to purchase. There is an entire suite of Brand iQ options that arm you with the power to leave an invaluable impression on shoppers as they make their final brand selection in centre.
Brand iQ touchpoints include banners, posters, brochure stands, publications, websites, plus casual leasing opportunities. These touchpoints are designed to not only influence buying behaviour, but also enhance the shopping experience. When supported by experiential marketing activity, the result is an intelligent, well rounded communication platform to help reach your brand’s sales targets.
page five.
centre profiles QIC is one of Australia’s leading shopping centre owners with properties in New South Wales, Queensland, The Australian Capital Territory and Victoria. Castle Towers - Castle Hill, NSW Westpoint - Blacktown, NSW Canberra Centre - Canberra City, ACT Robina Town Centre - Robina, QLD Hyperdome - Loganholme, QLD Grand Central - Toowoomba, QLD Eastland - Ringwood, VIC Watergardens Town Centre - Taylors Lakes, VIC Woodgrove - Melton, VIC
Queensland
Brisbane Toowoomba Grand Central
New South Wales
Sydney Victoria Watergardens Woodgrove
Castle Towers Westpoint
Canberra
Canberra Centre
Melbourne
page six.
Hyperdome
Gold Coast
Robina Town Centre
Eastland
“Castle Towers is the shopping playground for over 18 million* affluent Hills customers each year.”
castle towers NSW Situated 25km from the Sydney CBD, this iconic retail property remains one of Australia’s leading shopping centres. Anchored by a dual department store offer with Myer and David Jones, the centre has a strong fashion positioning and includes many of the country’s leading fashion brands like Sportscraft, Oroton, Lisa Ho, Mimco, Country Road, Veronika Maine and Peter Alexander to name just a few. Over 310 speciality stores join Myer and David Jones, complemented by Target, Kmart, Coles, Bi-Lo, along with Apple and Event Cinemas including Australia’s largest stand alone Gold Class cinema.
The Piazza precinct at Castle Towers offers customers a unique entertainment and leisure zone with 14 restaurants, cafes and bars which service the affluent clientele of the Hills District . www.castletowers.com.au Customers The socio-economic profile of the population in the trade area augurs very well for retail expenditure. It is characterised by high incomes, high employment and predominately family households. The core market for Castle Towers is women with dependant children7.
page seven.
westpoint NSW Westpoint is located in the heart of the Greater Western region of Sydney and has recently undergone the largest population increase of any Local Government Area in New South Wales.8 Westpoint shoppers welcome the total convenience the Centre has to offer with Myer, Big W, Target and three supermarkets. Spread over four levels, Westpoint has an integrated mix of fashion, food, homewares, entertainment and services. ’On Four’ is Westpoint’s dining and entertainment precinct, attracting major international and local performers. www.westpoint.com.au
page eight.
Customers Westpoint customers are culturally diverse. Many consider shopping an important leisure activity and look forward to the social aspects of visiting the centre. 60% of all customers live in family based households9.
“Home to over 19 million* shoppers each year, Westpoint is the entertainment hub of the west.”
“Right in the heart of the CBD, over 19 million* fashion savvy Canberrans and tourists visit this centre each year.”
canberra centre ACT Canberra Centre is the ACT’s premier retail destination located in the heart of the CBD spanning over six city blocks. Identified as the fashion leader in the region, the Centre is home to over 300 speciality stores many of which are leading national and international brands. Hugo Boss, Saba, Sass & Bide, Guess and Marcs complement the dual department store offer of Myer and David Jones. Plus Target, Big W, Aldi, Supabarn and the North Quarter dining and entertainment precinct with Dendy Cinemas and a selection of award winning restaurants complete the mix. www.canberracentre.com.au
Customers The Centre’s central location places it in the heart of a thriving commercial market. Canberra is distinguished by a majority of white collar workers with signficantly higher incomes compared to the Australian Average. The average household income is 34% above the national average. Housing costs as a percentage of income are lower for Canberra residents, which results in higher disposable incomes and hence a greater retail and leisure spending market.6
page nine.
“Attracting over 13 million* style conscious customers and tourists each year, Robina Town Centre is in a class of its own - and now the largest shopping centre on the Gold Coast.”
robina town centre QLD Awarded Retail Property of the Year 2009 and 2010 by the Property Council of Australia, Queensland Chapter, Robina Town Centre is home to some of Australia’s leading national and international labels, including Carla Zampatti, Saba, Cue, Mimco and Guess. It has Australia’s largest Big W, Queensland’s first Apple store, the Gold Coast’s only David Jones, Myer, Borders plus over 350 speciality stores cementing this property as the number one retail, leisure and entertainment destination on the Gold Coast. www.robinatowncentre.com.au
page ten.
Customers Robina Town Centre’s catchment has an expected rate of population growth higher than Brisbane.12 Typical customers are females aged 25-44 with children aged 6 to14.13
“Hyperdome offers a complete shopping, restaurant dining and family fun experience in a relaxed single level environment to over 11 million* shoppers annually.”
hyperdome Hyperdome is one of the largest regional centres in South East Queensland. Located on the Pacific Highway between Brisbane and the Gold Coast, the Centre services a rapidly developing growth corridor. With its unique mix of fashion, homewares, food and leisure retailers all located on one convenient level, Hyperdome has become the premier retail destination in the region. Its unique alfresco Piazza offers customers a one-of-a-kind dining, entertainment and cinema experience. It’s a strong drawcard for families in the area who also embrace the convenience of having Myer, four supermarkets and three children’s play areas at their door step. www.hyperdomeshopping.com.au
Customers The typical customer at Hyperdome is a 25-54 year old female from a family based household with teenage children. The area has high employment rates with a high proportion of blue and white collar workers.11
page eleven.
grand central QLD Grand Central Shopping Centre is located approximately 130kms from Brisbane in the heart of Toowoomba. Servicing a trade area of more than 260,000 residents, it is the only true experiential shopping destination on the Darling Downs. Postitioned as the market leader for fashion in the region, Grand Central is home to leading national retailers including Myer, Target, Coles, Cue, Colorado, Pumpkin Patch, Rebel Sport plus 145 specialty stores and a Birch Carroll and Coyle cinema. www.grandcentralshopping.com.au
page twelve.
Customers Grand Central customers are family based with teenage children. With an interest in the latest trends, 60% are employed in white collar positions. Of these, 77% are female.10
“Grand Central is the must-visit retail destination in the Darling Downs Region visited by over 7.5 million* customers a year.�
“Eastland promotes a relaxed and friendly shopping environment to over 12 million* loyal and local customers annually.”
eastland VIC Eastland Shopping Centre is a major regional retail and lifestyle destination in Melbourne’s North East. Eastland’s physical proximity to public transport and the Eastlink freeway gives customers quick and easy access to an impressive selection of stores. Eastland offers well known brands such as Myer, Big W, Kmart, Coles, Safeway, Harris Scarfe, Hoyts and approximately 230 specialty stores. Spread over three levels, Eastland provides a highly enjoyable and social shopping experience in ambient light surroundings. www.eastland.com.au
Customers The socio-economic profile of the population in the trade area is relatively strong for retail expenditure. The trade area is characterised by middle class, anglo-saxon families. Eastland’s core customers are women with dependant children, including about half with teenage or older children, and mostly employed in white collar occupations or as full time home-makers.1
page thirteen.
“Located in the booming western suburbs, the newly refurbished Watergardens welcomes 10.5 million* customers annually.�
watergardens VIC Watergardens Town Centre is located in the heart of Melbourne’s booming Western suburbs, with population growth at almost double the Melbourne average2. On one convenient level, Watergardens offers three contemporary and spacious malls designed to encourage leisurely browsing. Watergardens boasts retail names such as Big W, Target, Hoyts, Coles, two Safeway supermarkets, over 230 specialty stores and a 600-seat food court. The Town Centre is strengthened by two Homemaker precincts anchored by Harvery Norman, Bunnings and Spotlight. The station streat dining precinct comprises seven restaurants and AMF bowling. www.watergardens.com.au page fourteen.
Customers The Watergardens customer is family oriented and values the lifestyle that the area provides. They are multicultural with young families comprising over 70% of the customer base. Customers are area proud and display strong loyalty.3
“Based in one of Melbourne’s fastest growing municipalities, Woodgrove is home to over 4 million* customers a year.”
woodgrove VIC Woodgrove Shopping Centre is located in the heart of Melton. It is the only sub-regional shopping centre in the township and surrounding districts. Located 45kms west of Melbourne’s CBD, Woodgrove is well positioned in one of the city’s fastest growing municipalities.4 Featuring Kmart - the only Discount Department Store in the trade area - Woodgrove is also home to Coles, 5-screen Reading Cinema and approximately 90 specialty stores. Customers enjoy the ease of parking and convenient access to this “one stop” everyday shopping centre. www.woodgrove.com.au
Customers The Woodgrove customer is hard working, values tradition, is family-oriented and embraces country lifestyle. Melton appeals to new families and first home buyers, with the highest population of children under the age of five in Victoria. Residents enjoy the central location and convenience the Centre offers.5
page fifteen.
page sixteen.
“Brand iQ packages offer great flexibility, enabling you to tailor an innovative customer focused solution with measurable ROI.�
intelligent packages We work closely with you to develop an intelligent Brand iQ package to help you reach your marketing goals. Campaign lengths are completetly flexible; allowing for short high impact bursts of activity, to long term strategies designed to build meaningful relationships with your customers. The touchpoints in the following pages can be configured into any form of package you desire.
page seventeen.
experiential marketing Experiential Marketing in our centres allows you to interact with customers on an engaging level while they are in the spending mindset.
page eighteen.
Whether you are launching or growing your business, Experiential Marketing will help you reach your customers in a cost effective way within a proven quality retail environment. Experiential Marketing sites exist within all of our Shopping Centres in high customer traffic thoroughfares. These sites are available on a short-term basis with weekly, monthly, or half yearly licensing arrangements. Including product sales, sampling, displays, promotions and branding; Experiential Marketing is a powerful platform for reaching your customers, allowing you to capitalise on successful retail periods such as Christmas, Mother’s Day, Sales, School Holidays and more. Taking part in this dynamic and exciting opportunity is easy. We have on-site management teams at each Centre to get you started and ensure you optimise your
Experiential Marketing site. Our reputation for providing outstanding packages has attracted many National and International clients. Leading fashion retailers, media agencies, sporting clubs, tourist and local state Government agencies continually enjoy the rewards our sites provide. A choice of packages can be tailored to meet your individual needs, with added value options such as advertising your site within Shopping Centre marketing. Offering plenty of flexibility, Experiential Marketing activities can include static or interactive promotional displays, roaming and sampling, Centre Court events, branding displays and Centre advertising. So talk with us today about the many opportunities we can offer you.
“We appear on multiple short-term occasions at multiple QIC centres during any given year; this keeps the offer fresh and vibrant while exposing our products to a different set of customers in different locations within the same mall. QIC have proven to be professional and helpful partners in tailoring suitable space to help us maximise customer impact, provoke consumer response and generate additional sales.” - K Walker, BM Angus & Robertson “The team at QIC seamlessly helped roll out a national kiosk network for my client Shades N Style Sunglasses who now have 8 shops with QIC Australia wide.” - Michael Hennessy, Pinpoint Retail Solutions. “While trading in QIC Centres we exceed our yearly sales projections and are constantly impressed with the dedicated sales teams who always go the extra mile when required.”
mall leasing
roaming/sampling
short term in-line
A pop-up shop in one of the centre’s busiest thoroughfares.
Take your product directly to the customer.
Large areas for short term tenure.
Whether it be for a product trial or launch, lead generation, to promote upcoming events, or to generate direct product sales, mall leasing sets the standard for Experiential Marketing. Engage with passing customers and take advantage of the path to purchase sales opportunity. Mall leasing is a cost effective retail choice, with direct measurable results.
Roaming promotions allow product sampling to occur in multiple locations all in one staff shift. Mobile sampling allows promotional teams to be positioned in the most relevant locations of the mall at the most relevant times. It provides greater flexibility of promotion and reinforces your brand to customers on their path to purchase.
Short term in-line or vacant shops provide the opportunity to trial an in-line store, but with more flexibility and lower overheads. Usually available on a month-by-month basis, vacant shops are a great option for clearance sales or alternatively for short term luxe brand secure pop-up store locations.
- Tim Oldfield, CEO, Gold Buyers Australia. page nineteen.
proximity media Integrate your brand in the stunning surroundings of our shopping centres.
page twenty.
atrium banners
door decals
Larger than life signage designed to fill the communication void.
A crucial touchpoint that begins the path to discovery.
Atrium banners are ceiling mounted and can hang across multiple levels of the centre to create outstanding visual impact. With the opportunity to advertise on either standard or spectacular sized banners, making your brand visible across every level of the centre creates a larger than life “wow� factor.
Engage with your customers the minute they walk through the door. These touchpoints can be the first in a campaign that sends your customers on a path of discovery, ensuring your brand is top of mind from the moment customers enter the mall.
floor decals
mall banners
lift wraps
escalator wraps
Deliver your message anywhere in centre right under their nose.
Wide coverage from above and beyond.
Engage them with an uplifting message while they wait.
Take your branding to a whole new level.
From the bottom of escalators to main centre thoroughfares, floor decals let you slip your message right under the feet of your customers.
Horizontal and vertical mall banners are a perfect way for staggering your message throughout key walkways in the centre. Choose to use them for brand messages or even as directional signage.
Lift wraps offer plenty of time to reach customers while they wait for an elevator. Available in selected centres, this high traffic touchpoint can be effective for splitting creative messages.
This dynamic space cries out for innovative ambient creative. From directional signage to brand messages, escalator wraps give you the opportunity to clearly deliver your message to customers on the move.
page twenty one.
print media Sell your brand story across a wide range of print collateral.
in-centre posters Sell your brand story in our high traffic thoroughfares. Whether you are promoting your business, brand or event, in-centre posters are a terrific way to enhance your exposure. Our Centres offer various stands in key locations, sized at 30� x 40� (762mm x 1016mm) in single or doublesided options. Note that in-centre posters are only available as part of a package.
page twenty two.
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robinatowncentre.com.au
brochure stands
retailer newsletters
magazines
The smartest way to reach customers on the run.
Business to business comms has never been this easy.
The most targeted and informative medium available.
Whether you are promoting your business, brand or event, brochure stands are a terrific way to enhance your exposure. Various size brochures can be displayed in our stands in prominent locations within our malls.
All QIC Shopping Centres print monthly newsletters to keep retailers informed about major promotions, marketing events, electronic reports, performance data and more. Delivered to all Centre retailers and staff, they are a very highly targeted communication option for B2B campaigns.
Selected QIC Shopping Centres produce glossy customer magazines distributed via high circulation letterbox deliveries in their trade area. Newsworthy stories and offers help drive customers and sales to your business. This is a powerful communication tool that can be used to target customers based on the demographics of the respective trade area.
page twenty three.
digital media Reach customers in the online space with up-to-the-minute interactive opportunities.
page twenty four.
social media
enewsletters
Get customers saying the right things about your brand.
Send your brand straight to the inbox of thousands of members.
Participating QIC Shopping Centres have attracted dedicated followers on social media platforms such as Facebook and Twitter. These shoppers are highly engaged and respond favourably towards instant offers and events offered by retailers via this medium.
Getting in front of thousands of our loyal website members is easy thanks to our monthly e-newsletters. E-newsletters are sent to our members to communicate Centre promotions and events, you can participate by advertising within these highly targeted pieces of communication.
websites Immerse your brand in a high traffic interactive environment. Each QIC centre has its own website that customers visit on a daily basis to find information about retailers and events. Centre websites provide various marketing opportunities from banner advertising, listings, links to your own website, plus ‘What’s On’ pages for detailing upcoming sales or promotions.
page twenty five.
unique opportunities Specialised media is available to enhance your campaign with maximum impact.
page twenty six.
display windows It’s like having your own shop front in one of our centres. Create your own unique displays within these highly sought-after windows to establish a store-like presence incentre. Ideal for any type of product display, from launching a new innovation to showcasing the latest season fashion.
vip clubs
digital directories
billboards
events & promotions
These large format sites guarantee maximum impact.
Celebrate everything great about Tap into a targeted database of your brand with your customers. VIP shoppers.
Engage with customers while searching for a store.
Large-scale signage opportunities positioned in prime locations throughout the Centre will ensure that your message connects with thousands of passing customers each day. A range of internal and external billboards are available for short or long-term license.
From events surrounding festive periods to huge sales promotions, there are plenty of opportunities all year round for your brand to get involved in. Typically based around the centrestage within each Centre, QIC events and promotions are well-known for drawing large crowds and driving sales.
ifind displays or centre directories are located in all QIC Shopping Centres, allowing customers to quickly locate various stores. This makes them the perfect vehicle for reaching customers via high quality audio/video advertisements that can be produced to your individual needs.
These VIP loyalty programs have a huge membership base of local shoppers on the hunt for regular rewards. Getting involved in these weekly/monthly offers is easy and the fastest way to reach high value customers with a targeted message.
page twenty seven.
page twenty eight.
“Building a sponsorship brand alliance with us is the smartest way to reach and influence key consumer segments every day of the year.”
intelligent sponsorship Many brands strive to reach key consumer segments 365 days per year without incurring the expense and logistical hurdles of complex activation. That’s why more and more marketers are seeking to brand a piece of real estate in our shopping centres by entitling areas and services that appeal to their core customers. This approach allows marketers to more subtly integrate their brand into a consumer’s existing experience. In addition to naming this area, you would be integrated into our directories, newsletters, websites and more. page twenty nine.
sponsorship options Sponsorship brand opportunities can be considered across all parts of our shopping centres.
page thirty.
concierge service desk For any brands that want to be associated with superior customer service, partnering with our Concierge Service Desks is the perfect option. The opportunities are endless - you may choose to reward your customers with luxury services such as hands-free shopping. Or you may want to advertise your brand by dressing our concierge staff in branded uniforms to help promote an offer. Successful partnerships have included financial organisations, luxury goods and services, telecommunications and banking.
parents room What better way for parents to experience your brand than through our parents rooms? Targeting your desired audience, customers are able to touch and feel your product. Brands have the opportunity to sample and trial products, provide poster advertisements on the walls as well as special offers. You can also design the parents rooms so consumers can not only sample and trial, but also be immersed in your brand for maximum impact. Designing the room could include anything from painting the walls your brand’s colours to providing decorative wall decals, stencils and borders. Brand category suggestions would be, but are not limited to children’s programming, toys, baby products and services.
lounge areas Customers enjoy rejuvenating in our lounge areas during their retail therapy sessions. Many brand categories could make this area appeal to any targeted audience - for teens a game room; for fathers create a man cave; for families create a fun zone; for females an indulgent spa zone! These are just a few ideas which have infinite possibilities to creatively reach your marketing potential.
page thirty one.
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co-sponsor major campaigns Brands that want access to targeted audience segments can do so through a variety of short-term campaigns or ongoing programs. Short term campaigns offered throughout the year include things such as Mother’s Day, Father’s Day, Fashion, Formal Fashion for teens, and more. Year-round programs include our kids clubs and fresh food loyalty programs designed to reach families and foodies. During the holidays, QIC’s shopping destinations embody the spirit of the season. At this time, shoppers visit our centres more frequently and stay longer than any other time of year. It’s hard to imagine a better venue in which to deliver a message to consumers! page thirty two.
eNewsletter
David Jones, Myer and over 310 specialty stores Customer enquiries: 8858 9700
www.castletowers.com.au www.castletowers.com.au
Flyer
Vertical Banners
fashionistas: winter/summer fashion campaigns Brands that want to be associated with stylish, sophisticated and edgy campaigns would align well with our seasonal fashion campaigns. Our fashion brand partners are featured in a host of marketing collateral including glossy fashion magazines, website and VIP databases, social media sites such as Facebook and Twitter plus an extensive choice of advertising packages. Promotional giveaways are also a great way to expose your products to consumers and can be included as part of our packages.
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Applications close 5pm on Thursday 29th April 2010. *Terms and conditions apply see application form or watergardens.com.au for details.
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my photo with Santa Photo Wallet
Cost: Free
PICK UP A
the search
pping
Gift Wra
available ping is now Gift wrap locations: at two handy Jones de David Level 2 outsi de Target. Level 3 outsi
Shrek Stompin’ the Swamp Live Show
Cost: $5* per person
watergardens chef
forever
up
wrapped
Decorate your very own Shrek kite which is yours to keep. Dates: Monday 28th June 2010 – Friday 2nd July 2010 * Time: 10am – 2pm daily Where: Outside The Reject Shop per person Cost: $5* per person
cut?
dreams
and ge t
Shrek Kite Craft Zone
is on for a
the final
drop
E AT HYPERDOM
30/03/10 3:05 PM
foodies: live cooking demonstrations and competitions Our shopping centres create individual promotions to suit their customer demographics, ensuring they appeal to their target audiences. An example of a Fresh Food promotion, shown above, highlights the unique branding opportunities which are available. An Amateur Chef Competition capitalising on a high profile national campaign provides strong cut through in the market, high recall and strong participation levels - the perfect recipe for success!
families: school holidays
families: christmas holidays
School Holiday entertainment and activities at QIC shopping centres are high impact and provide multiple events that draw large crowds year after year. Our popular and exciting school holiday programs provide a robust platform to profile your brand.
During the holidays, QIC’s shopping destinations embody the spirit of the season. During this time, shoppers visit our centres more frequently and stay longer than at any other time of year. It’s hard to imagine a better venue in which to deliver a message to consumers than during this peak sales period.
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disclaimer. The information contained in this flyer (including without limitation estimated visitor numbers) has been prepared in good faith by QIC Limited and its subsidiaries (collectively “QIC�). However the information is not intended to constitute advice and persons should seek professional advice before relying on the information. QIC makes no representation or warranty as to the accuracy, completeness, sufficiency or suitability of the information, and to the maximum extent permitted by law disclaims responsibility for any loss or damage of any nature whatsoever which may be suffered by any person directly or indirectly through relying upon it whether that loss or damage is caused by any fault or negligence of QIC or otherwise. As at 1 November 2010, unless stated otherwise. QIC Limited ABN 95 942 373 762. * These figures represent the estimated number of visits to the relevant QIC Shopping Centre for the stated period. The estimate is the result of applying a visitor estimation parameter to the total number of electronically recorded entries and exits to the relevant QIC Shopping Centre. Further information on the visitor estimation process can be obtained from QIC or Centre Management. page thirty four.
source: 1 Consumer Research Report June 2010, Urbis 2 Urbis Economic Analysis April 2008 3 Urbis Consumer Research Report, March 2010 4 Urbis JHD Trade Area Analysis August 2004 5 Pitney Bowes 2009, Directional Insights 2007 6 Market Research and Strategy May 2009 Urbis 7 Consumer Research Report, May 2010, Urbis 8 The Leading Edge March 2007 9 Consumer Research Report July 2010, Urbis 10 Urbis 2009 11 Urbis 2008 12 Leading Edge 2004, Urbec Consultants 2006 13 Urbis 2006
contact Rebecca Zepackic National Brand iQ Manager, QIC Tel +61 7 3020 7077 Mob 0434 603 232 Email r.zepackic@qic.com
Rose Twigden Brand iQ Sales Manager - Agency Clients Tel +61 2 9347 3366 Mob 0435 966 520 Email r.twigden@qic.com
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