F.Y.I.

Freeform wins Market City business

Advertising agency Freeform has been appointed to create a brand strategy and integrated marketing campaign for Market City shopping centre.   

The announcement:

Creative agency Freeform has won Market City shopping centre in a three-way pitch, and is rolling out a brand positioning strategy and integrated marketing campaign aimed at increasing customer footfall, driving sales and attracting new tenants to the centre.

Market City is an iconic shopping centre located in the heart of Chinatown above Sydney’s Paddy’s Markets. Renowned for its factory outlet fashion, Asian-influenced food court and housing Sydney’s largest Asian supermarket, the shopping centre features a diverse range of Asian-influenced culture, food and fashion.

Market City is facing increasing competition from neighbouring shopping centres, and Freeform’s integrated campaign aims to grow the business by attracting customers from a wider geographic area, beyond the centre’s current base of customers living or working in Sydney’s CBD.

The new brand strategy acknowledges Market City’s distinct personality and positions the centre as a different shopping experience for customers looking for adventure and discovery.

Karen McIntosh, State Manager NSW for Jen Retail Properties, owners of Market City, said Freeform showed sound strategic thinking combined with outstanding creative ideas and executions.

“Because of its central location and vibrant history, Market City offers a one-of-a-kind shopping experience. Freeform proved they really understand the uniqueness of our brand and captured the centre’s distinctive personality perfectly in their response to the brief.”

Creative Director at Freeform, Richard Overall, said, “Retail shopping centres can be a tough category because ultimately a mall is a mall is a mall. But Market City has a great point of difference given it is in Chinatown and incorporates the landmark Paddy’s Market as part of the centre. There is a different feel to the Market City experience, which is what we focussed on and brought out in our pitch.”

The integrated Moon Festival campaign, including press, outdoor, and point-of-sale and radio executions is rolling out this week.

Freeform is a Melbourne-based independent creative agency with clients including Crust Gourmet Pizza Bars, Fletcher Jones and Mountain Goat Brewery.

Source: Freeform press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.