Marketing Industry News

QICGRE unwraps ‘Love From Christmas’ celebrations across its retail portfolio

This Christmas, QIC Global Real Estate (QICGRE) will rekindle time-honoured festive traditions (and introduce a few new ones too) as it unwraps its uplifting ‘Love from Christmas’ campaign.

On 4 November, the 2021 Christmas campaign was rolled out across 19 of QICGRE’s Australian retail assets, spanning Queensland, New South Wales, Victoria and the Australian Capital Territory.

Underpinned by the concept of giving through discovery, the campaign brings to life surprise-and-delight giveaways, unforgettable in-centre experiences, and convenient customer services. These include picture-perfect (and COVID-safe) moments with Santa, community gift wrapping, extended trading hours and shop-to-win rewards.

“After another challenging year for the retail industry, our Christmas celebrations will focus on supporting retailers to provide a healthy boost in sales and morale during this bumper period,” said Katrina Little, Head of Marketing for QICGRE. “Importantly, we will also be working to ensure the health and wellbeing of our customers, staff and retail workers throughout this period thanks to a series of shop safe initiatives.”

Love from Christmas will guide shoppers through their Christmas journey, providing inspiration and rewards via an omnichannel approach. The campaign is digitally executed on a local level by each centre.

The campaign employs a series of tactical activations designed to spark joy and inspire the community to come together through magical moments, such as Santa’s Grand Arrival and Christmas craft workshops for both children and adults.


The opportunity for families to meet Santa for their annual Santa photo forms one of the campaign’s major elements, with Santa Snaps, Pet Photos and Sensitive Santa activations returning to most centres. This year, the popular Christmas tradition will incorporate important Government health advice, offering a picture-perfect Santa moment with Santa in keeping with COVID-safe measures designed to protect the community.

Responding to demand for additional shopping hours during the final Christmas countdown, several QICGRE retail destinations will offer extended trading hours from 13 December. This will include midnight trading events, providing extra time for customers to complete their Christmas shopping and enjoy the centres’ festive atmosphere.

“This extended trading period will provide our centres with an opportunity to harness the power of shopper rewards in a bid to encourage visitation and in-store spend during the final days of the festive season,” Little explained.

In addition to a major Spend to Win campaign, an all-new ‘12 Days of Joy’ surprise and delight activation will be rolled out from 13 December. In a gesture of thanks to loyal customers, the activation will reward shoppers with prize packs from big-name brands such as Country Road, Mecca, T2 and Rebel Sport.

The majority of centres will also welcome back COVID-safe Christmas charity gift wrapping this year as part of QICGRE’s overarching community outreach program. Each participating centre has teamed up with a local charity partner of choice to offer the popular service – not only taking the hard work out of wrapping gifts but giving back to a deserving community group too, with all proceeds raised going directly to the cause.

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