Brandspace launches ‘The Season for Westfield’ campaign
Scentre Group’s Brandspace has launched a campaign encouraging brands to plan early and make the most of the peak retail season.
The announcement:
Scentre Group BrandSpace has officially launched The Season for Westfield, reinforcing the importance for brands to plan early and show up meaningfully to get ahead of one of the most important moments in the retail calendar.
This latest campaign from BrandSpace sets the stage for partners to tap into the country’s biggest retail moments. With Black Friday overtaking Boxing Day as Australia’s largest retail event last year¹, the opportunity for brands to reach receptive customers has never been greater.
A total of 37 Westfield destinations across Australia transform to meet the occasion, creating the platform for both brand and retailer success. BrandSpace offers deep customer insight and behavioural understanding, giving marketers the opportunity to reach and engage their most valuable audiences at exactly the right time and within the right context.
Over the past year, BrandSpace has been building more advanced audience and measurement capabilities to take the guess work out of campaign planning. Adam Sadler, BrandSpace’s head of media sales highlights the importance of capturing attention at this crucial time of year.
“Whilst our destinations remain vibrant year-round, the season amplifies customer visitation, customer intent and spending behaviours. Our purpose is to connect customers to the brands and retailers they love, or would love to discover. Australians spent $37 billion in November last year². 74% of Black Friday spend was spent offline³. This moment is about helping marketers harness that opportunity by leveraging the most productive retail environments in the country.”
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.
¹ Retail Safari, Unpacking Australia’s 2024 Christmas Shopping Trends, Ninth Edition, June 2025
² Australian Bureau of Statistics, Retail Trade, Australia, Seasonally Adjusted
³ Commbank IQ, Christmas sales quarter (06/10/2024 – 07/12/2024)
Source: Scentre Group
Keep up to date with the latest in media and marketing
