Chatswood Chase Brings Butterflies to SS14


828chatswoodChatswood Chase is starting its spring/summer season with a light and lovely campaign theme: butterflies.

The center will be home to a live butterfly sanctuary for most of September, and it’s turning that into a magical opportunity for shoppers. Every weekend for the duration, shoppers can visit the sanctuary for a butterfly tea party. They’ll share a table with a kaleidoscope of butterflies and enjoy a tea. The butterflies will enjoy a snack of their own, with sweet water and citrus fruits in their own miniature cups.

To bring that into the center’s fashion season, Chatswood Chase will also host an installation featuring an array of meter-long butterflies. The butterflies will showcase the hero prints of the SS14 collection from designers and fashion brands available at the center.

Butterflies alone don’t make a fashion season, so the center is teaming up with InStyle to offer shoppers guidance with The Style Sessions series of workshops.

A $25 ticket includes a gift bag and $25 center gift card. With it, shoppers can enjoy a drink and canapes while they learn everything they need to know about the season’s fashions. InStyle editor Kirsten Galliott will highlight Spring-Summer fashion trends shoppers need to know about and show them how to turn catwalk looks into wardrobe realities. InStyle deputy editor Jacqueline Lunn will join a senior MAC makeup artist to lead a session on contouring.

Chris Urankar, InStyle’s lifestyle and entertainment editor, will give shoppers a look into the homes of some of their favourite celebrities and fashion designers. And finally, fashion news editor Brittany Henderson will guide shoppers through key swimwear and holiday-wear trends.

The campaign also includes a tempting fashion giveaway: Shoppers who spent $350 or more on beauty products, apparel, footwear or accessories from September 3-10 will receive a summer scent personalised by a One Seed perfumer, and customers who spend the same from September 11-21 will be given a silk scarf designed by Melbourne-based artist Stefan Gevers.


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Dixie Outlet Mall Finds Shoppers’ Wild Sides


828thehuntDixie Outlet Mall knows it can be quite a hunt for the perfect back-to-school look at great prices, and its appealing to deal hunters with its BTS campaign: The Hunt.

It’s an atypical take on the traditional back-to-school campaign. The elements may be similar—a style quiz, giveaways, photo booths—but they’re distinctly tied to encouraging shoppers to discover their wild sides.

The style quiz, for instance, narrows style personas down to wolves, lionesses, peacocks, eagles and swans. Shoppers that try out the quiz are entered to win a $1,000 center gift card, and then they’re given their style profile. For example, we’re Swans here at SCW:

“You’re elegant with natural grace. You float from store to store before settling on anything. Your selective style glows with soft colours and flowing fabrics.”

The Hunt campaign also includes an interactive photo booth that encourages shoppers to embrace their shopping personas and get snapped in front of their natural habitats. The photos are instantly uploaded to the center’s Facebook page, where it’s easy to see that a lot of people are having great fun discovering their wild sides.

“We see shopping at Dixie as a hunt. The deals here are jaw dropping – customers just need to embrace their shopping animal in order to track them down before someone else does.” said Cristina Avila, center marketing director.


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The Light Lets It Go for Frozen Sing-Along


828frozenDisney’s Frozen has done well for itself. The film ran in theaters for an impressive 34 weeks, raking in great box office totals, and dolls based on Frozen’s Elsa became the must-have, sold-out toy of Christmas all the way through to recent weeks.

The Light obviously had a good thing on its hands when it decided to hold a Frozen sing-along event earlier this week—even better than it hoped, as the center sold out quickly and added as many extra tickets as it could support.

Tickets were £5, with all proceeds donated to Ruddi’s Retreat, a Leeds charity that provides affordable holidays for families with children suffering from the effects of cancer treatment.

It was a magical experience for little Frozen fans. They were encouraged to dress up as their favorite characters, get their faces painted with winter wonderland scenes and take part in Frozen activities. Elsa, Anna and Olaf the snowman were on hand to meet with the little ones. And the highlight: a full sing-along showing of Frozen.

Want to see the photos of bunches of little Elsas and Annas having a great time? We’ve shared The Light’s photoset on our Facebook page.


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Canadian Malls Join the Ice Bucket Challenge


You’ve probably seen the Ice Bucket Challenge make its way around Facebook, but it wasn’t until recently that brands started getting in on the meme in a big way. If you’re not familiar, here’s a quick run down: One person donates money to an approved ALS charity and dumps a bucket of ice water over their head, filming it and sharing it online. That person nominates three friends to either go the ice bucket route or donate a larger sum, and the chain moves on.

It works, too: the ALS Association announced this week that Ice Bucket donations have reached $88.5 Million, which will go to care services, research and lobbying.

Earlier this month Canada’s Yorkdale Mall took the challenge, with mall staffers soaking themselves for the cause. Yorkdale nominated Square One, Upper Canada Mall, Hillcrest Mall and Scarborough Town Centre. Those centers took the challenge and nominated Canadian malls of their own, and the whole thing is now spreading rapidly through the local industry.

Most of the videos are posted directly to Facebook, so we can’t share them here. A few malls have uploaded their challenges to YouTube, including Southcentre Mall. It’s a particularly fun one, too: the team did it inside the center, fully professionally dressed. They stood in the center’s fountain and pledged to donate all coins dropped in the fountain in August to ALS Canada, as well as making a donation of their won.

And then, of course, they challenged more malls to keep the whole thing going.


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Shoppertainment Runs for Cancer Research UK


828shoppertainmentBack in May, 11 members of the team at Shoppertainment Management Ltd joined about 40,000 other runners for the Bupa Great Manchester Run, a 10K run that wends its way through the Manchester City Centre. The team was running for Cancer Research UK, one of the many charities partnered with the event.

Shoppertainment kept its followers abreast of the fundraising effort on its social media channels, lightly encouraging pledges and highlighting the runners as they trained for the big day. It paid off: at the time of the run, the team had pulled in about £2000 in pledges, and by the time all was said and done they hit an impressive £4125.

Earlier this month, the team had the chance to present the cheque to Bethany Felton, Cancer Research UK’s Local Fundraising Manager. They got almost everyone together for a photo op—in the photo above, from left to right, Cherylynn Donnelly, Laura Piror, Herach Manassian, Andy Schofield, Lucy Cornwall, Courtney Veale, Emma Henson, Sarah Wood, Bethany Felton and Amy Sykes.


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