Vicinity launches Christmas campaign in new partnership with Fabric

Vicinity Centres (Vicinity) has appointed Fabric, part of the TBWA\Sydney Group, as its lead creative agency after a competitive pitch. 

Retail property group Vicinity is best known for its shopping centres around the country which include destinations like The QVB, The Strand Arcade, The Galeries, Chatswood Chase in NSW and Queens Plaza in Queensland.

The partnership sees Vicinity launch its annual Christmas campaign, under the new creative platform, ‘Where There is Light’. 

The concept of ‘Where There is Light’ will also be executed in activations across Vicinity’s centres, out-of-home, online video and social media over the coming weeks.

Premium head of brand marketing and experience, Corrine Barchanowicz, said: “We’re continually delivering unique and memorable retail experiences for our customers and are thrilled to leverage Fabric’s expertise to truly capture the essence of impactful and exciting brand experiences for Vicinity’s premium centres in NSW and QLD.”

Fabric creative partner and co- founder, Keenan Motto added: “We are extremely excited at the opportunity that lies ahead. The brave ambition shared between Fabric and the Vicinity team for the premium portfolio will mark a shift in the local retail landscape.

“Our intent was to ignite a new era of retail for the Vicinity brand with ‘Light’ being our vehicle for hope and a fresh start coming out of what has been a trying time for the industry.”

In August, TBWA Sydney promoted Nitsa Lotus to the newly created role of chief growth officer from her role as managing director.

Replacing Lotus is Tanya Vragalis, who is being promoted from her role as general manager, which she was promoted to in September last year.


Brand: Vicinity Centres

Director of Marketing: David Henderson

Head of Brand Marketing and Experience: Corrine Barchanowicz

Regional Brand Experience Manager: Daniella Manuel

Creative Agency: Fabric

Production Company: Collider (Film)

Managing Director/Executive Producer: Rachael Ford Davies

Executive Producer: Renae Begent

Producer: Belinda Dean

Director (Film): Suzanne Kim

DOP: Christopher Miles

Stills Photographer: Darren McDonald

Stylist: Bridie Gilbert

Post production: Bolt

Editor: Matt Osborne

VFX: Ken Liu

Colour/Grade: Trish Cahill

Music: Electric Sheep


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