Off to the Races

Just as Melbourne Central is about to find out whether or not its finalist “Living Melbourne Campaign” is a winner at the ICSC 2010 Asia Shopping Center Awards in Beijing, its marketers are busy presenting the campaign’s latest chapter at home in Australia.

Dubbed “[Living] Spring Racing,” the promotional tale now focuses on the City of Melbourne’s passion for horse racing. Melbourne Central is helping its customers get ready for this year’s racing carnival with a handy themed magazine. Not only will shoppers be able to avoid making style infractions by following the Fashion Form Guide contained in the magazine, but they’ll get some practical tips, too—from what to stuff in their purse or pockets to what to serve guests at a pre-race party. And if perusing the guide is just too much work, shoppers can always visit to view the digital album from the Spring Racing Fashion Parade the center hosted three weeks ago.

This “[Living] Spring Racing” image campaign is only part of Melbourne’s seasonal marketing strategy. There’s a Spring Racing Designer Stakes contest going on as well. Shoppers who can match outfits featured in the competition brochure to the right designers qualify to win a $1,000 center gift card. Five winners will be picked next week via random draw.

Don’t forget to look for our fall Tactics edition for a run-down of this year’s Asia Shopping Center Award winners, and a special feature on the conference.

See you back here in a couple of weeks. It will be the space to watch for a few more mall marketing ideas coming straight from Asia.

Myriam Beaugé, Editor in Chief, Tactics Magazine

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