Marketing Industry News

Priscilla – Queen of the Chase

Proving health and safety can be entertaining, Vicinity Centres’ Chatswood Chase has taken an inventive approach to ensuring the community feels safe at their local centre.

The Centre conducted ongoing consumer surveys and identified that a large percentage of its customers were feeling anxious about shopping in the centre with concerns around contracting COVID-19.

To help alleviate their fears, Chatswood Chase decided to create a series of short videos that drew inspiration from classic Australian films. The first was inspired by the Baz Luhrmann film Strictly Ballroom and the second was inspired by the smash hit film and stage musical Priscilla Queen of the Desert.

The centre’s aim has been to communicate new safety measures in a fun way using the joy of dance and catchy sound tracks.

“We wanted to remind our target market that shopping can still be fun’, said John Klein, Marketing Manager at Chatswood Chase.

In these challenging times, using personality to create communication messages and cut-through is a smart way and Chatswood Chase has certainly achieved that!

Shopping simple isn’t a drag

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Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

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