Understanding the increased importance of the online world, AMP Capital Shopping Centres (AMPCSC) was interested in developing a campaign that took advantage of the growing online trend. AMPCSC sought to add to the overall shopping experience and thus generate a fresh public relations campaign for Botany Town Centre and Bayfair Shopping Centre.
Alexander Communications (AC) developed an initiative to find a dedicated shopping video blogger for each of the leading centres. With fashion video blogging (vlogging) becoming increasingly popular, timing for the search was perfect. To ensure optimal results were met, AC worked with leading magazine, New Zealand Woman’s Weekly (NZWW) to form a partnership for the campaign. Through this mainstream media channel, the competition was announced through NZWW, online and in print, to find dedicated shopping vloggers.
Throughout the competition period local newspapers and websites came onboard to promote the campaign; Bay of Plenty Times covered the competition online and in print. Tauranga’s SunLive also promoted the campaign online. More FM radio spoke with New Zealand Woman’s Weekly on the campaign during an interview that featured in September 2012. The campaign gained significant appeal and social media took to the concept with gusto; many of the contestants promoted their own nominations through personal blogs and existing forums. Popular lifestyle blog, Street and City Photos also got onboard and wrote about the competition. After much deliberation between each of the centres, AC and the New Zealand Woman’s Weekly, a decision was made and an event was held at Auckland’s Botany Town Centre with NZWW to announce the winners (one each per centre). Botany Town Centre was thrilled to announce Britney Hazeldine as the resident blogger. Bayfair Shopping Centre was equally as excited to announce Kerry Hardisty as Bayfair’s blogger. The announcement was made with NZWW both online and in print. International shopping centre website, Shopping Centre Weekly, wrote an article about the campaign and the effective publicity it gained. NZ Girl also featured the monthly blogs and posted to the website as they appeared online.