The ‘How do you Highpoint?’ platform – a main component of the shopping centre’s marketing strategy – advertises the centre’s wide array of offerings and presents it as “an elevated shopping experience in a premium environment”.
It was designed to firmly cement Highpoint as a premier destination for personalised, luxury retail experiences – a response to findings that were uncovered through consumer research.
“Our new campaign marks a pivotal moment for Highpoint, aligning with our focus on elevated in-centre experiences aiming to set the stage for a new era at Highpoint,” said Fiona Twist, Highpoint’s senior marketing manager.
“‘How Do You Highpoint?’ offers shoppers a chance to experience a curated, personalised journey every time they visit. Whether it’s a day of self-care, a fun outing with friends, family time, or a romantic date, this campaign captures the many ways our customers can enjoy a day in the centre.”
“Highpoint has a truly premium shopping environment that is poised to expand, so this invitation goes out right on time,” added Bastion’s managing director, Mike Godwin.
“How do you Highpoint? is an irresistible question, asking shoppers to curate their ultimate personal experience through the centre’s myriad of boutiques, high-end and highly desirable retail brands. This is just the beginning of an exciting journey for the GPT Group.”
The platform’s release coincides with the spring and summer season, and was purposefully designed to leverage colour, vibrancy and glamour.
“High fashion and high energy had to become synonymous with Highpoint. It’s a previously untapped territory for the centre. There’s a sense of confidence, joy and spontaneity that sees our talent caught up in the moment. The concourse doubles as a catwalk as we show off retailer collections. Our campaign heroes are the fashionista, the foodie and everything in between,” Bastion creative director, Elizabeth Wilmott, added.
The campaign uses digital activations, on-premises, OOH and OLV channels.
