CHALLENGE: Ahead of a $2.5 billion redevelopment plan across its properties in Australia, AMP Capital Shopping Centres wanted to raise its profile among shoppers, retailers, investors and the wider business community, positioning itself as a leading shopping centre brand and growing its share of media voice against its major competitor – Westfield (Scentre Group).
STRATEGY: Sefiani developed and executed a communications program, which positioned AMPCSC as a thought leader on the future of retail. In addition to ongoing commentary in key media, Sefiani worked with the AMPCSC team to create unique properties such as the interactive Recommended Retail Practice Research Report (RRP) with multi-media supporting materials, including embedded videos of thought leaders.
IMPACT: The RRP Report, written by Sefiani, was anticipated each year and was widely reported in media as a credible piece of retail research. Also, the media profile of senior executives increased significantly. The Report was also used as a platform for direct retailer engagement and speaking opportunities. Importantly, it shaped AMPCSC’s own redevelopments of its shopping centres to create inspiring experiences.