Proximity unveils brand campaign

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AUCKLAND, Today: Proximity and Kiwi Property have developed a new campaign for premium shopping destination Sylvia Park. Marketing manager Vanessa Natusch said: ”Sylvia Park is not a mall or shopping centre – but rather a destination, a fashionista’s dream, a precinct that is a hub for life.

“Celebrating the food, fashion and entertainment that attracts both locals and tourists from afar, the We Are Sylvia Park campaign showcases all the elements that make it a destination people want and need in their ever-changing lives.

“The always-on campaign has been brought to life through a series of bold films and photography that reinforces Sylvia Park’s leadership in the NZ retail scene.

“From the very beginning, we’ve been a destination like no other in New Zealand, filled with unique shops and eateries that no one else has. 

“As the precinct around us continues to fuse together unique places to live, work and play, we have continued to attract the retailers Kiwis want to see to keep Sylvia Park shopping centre at the beating heart of shopping culture in New Zealand.

“This new brand campaign reflects our story and all that we offer.

“Sylvia Park is built around people and their needs as their lives change, but many go for the experience. The place hums. The challenge was demonstrating all this in a 15sec film.”

“There are four 15-second and six 6-second ads that have been tailored to connect with various target audiences, from those who love fashion and food to those who travel to Sylvia Park for entertainment.

Playing from now until April 2024, the campaign will be across digital, OOH, TVNZ+ and social.

Proximity director of strategy Nicola Bunting said: “It’s exciting to see this campaign come to life as it is the culmination of a programme of work we started in late 2022 to help the Sylvia Park shopping centre team refine their vision for the brand in the context of so much changing in the broader precinct.

“It’s more important than ever for shopping centres to celebrate the full experience they offer shoppers. ‘We are Sylvia Park’ gives visitors a taste of the energy and diversity of experiences shoppers can expect when they come.”

Proximity ECD Aaron Turk said: “The We Are Sylvia Park brand campaign is a confident statement of who Sylvia Park is and what they stand for.

“Sylvia Park is built around people and their needs as their lives constantly change and grow. Yes, you can shop at Sylvia Park, but many go for the experience, the place hums and has a buzz you can feel. The challenge was demonstrating all this in a 15sec film.”

View the videos below


Client: Kiwi Property – Sylvia Park
National Marketing Manager: Karlee Lightbourne
Marketing Manager: Vanessa Natusch
Marketing Coordinator: Kristin Kumar

Creative Agency: Proximity NZ
Head of Strategy: Nicola Bunting
Executive Creative Director: Aaron Turk
Copywriter: Adam Neale
Design: Geordie Brassett / D Pantoja
Producer: Lissandra Leite
Group Account Director: Jen Murphy
Senior Account Manager: Ana Sridhar

Media Agency: BrandWorld Media
Head of Media: Di Rice
Senior Media Planner: Josh Pilkington
Production: Inhouse Proximity NZ
Director: Bertrand Remaut

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