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Broadway Shopping Centre (Broadway) won’t break the Guinness World Record for building the longest catwalk structure. However, the Australian mall did make some significant PR strides recently when it held the country’s first moving catwalk show as part of its “Express Yourself ” branding campaign launch.
Local stylist Catharine Sarjeant designed the 15-minute winter fashion spectacle, with models taking over sixty-meter escalators on the center’s third floor. It was likely tricky for some of them to walk on moving ground in six-inch heels, but the innovative design meant that Broadway marketers could potentially reach more shoppers than those who might have interrupted their store browsing and headed to a designated common area specifically to watch the show.
“The moving catwalk fashion show was designed to be a guerrilla style event,” noted senior marketing manager Adeline Chin.
“We wanted customers to experience curiosity and the ‘wow factor’ when the DJ started and the models began strutting along the pink carpet.”
The unusual performance, which was yet another take on the roving model concept, served to promote more than 20 retailers, as well as put the spotlight on the center’s #BeYou Booth. The new installation is a photo studio of sort where shoppers can experiment with a variety of looks from the catwalk show, snap a few selfies and share them on social networks for a chance to win a $2,000 shopping spree in weekly draws—registrations are at the customer service desk or iPad stations.
Jul.
2014
2014
Posted in Sales Promotions
