Embedded within the in-centre marketing team, A+Co. assumed the role of Senior Marketing Manager, for a four-month period. During this time A+Co. successfully re-established and elevated Karrinyup’s presence in Perth through the end-to-end delivery of a comprehensive Spring Summer campaign, delivering sales growth 2.4% higher than Business Plan forecasts.

The multi-layered Spring Summer campaign platform, designed to amplify the centre’s ‘fashion forward’ offering was launched in September 2024 through a partnership with the Prestige News Network and Vogue Australia. A+Co. negotiated and managed this partnership, delivering the first Vogue Festival in Western Australia and the first ever in the country to be held in a shopping centre format.

The campaign reset strategically recalibrated the centre’s marketing activities, solidifying its leadership in fashion and premium positioning. The Spring Summer Campaign not only enhanced Karrinyup’s ownership of the Fashion and Apparel category but also integrated dining and entertainment experiences across the centre, setting a new benchmark for landlord and tenant partnerships.

This multi-faceted approach included trend and product elevation, unique activations, dining experiences, strategic brand and retailer led partnerships, along with digital extensions to expand market share within the MTA, TTA, and OOTA. By highlighting and investing in the centre’s premium tenancy mix, leveraging local talent, national brands, and thought leaders, we aimed to create an unparalleled fashion experience that the centre can build on year after year. During the September and October period, the Spring Summer campaign delivered 9% YoY sales growth, with Apparel leading at 14.7% YoY sales growth. Average spend rose by 4.6% YoY for the period.

The campaign surrounding Vogue Festival presented by Karrinyup encompassed multiple customer touch points, securing a 58% increase in average in-store spend for GOC retailers with marketing co-contributions.

The multi-faceted campaign delivered more than 11,000,000 in campaign reach, over $500,000 in earned media coverage and 7.1% growth in online audience engagement.

The launch of the Spring Summer season at Karrinyup was an outstanding success, with the positive impact of the campaign still evident today.