In the 1980s, Australia Fair in Southport was one of the top shopping centres on the Gold Coast. Over time though, it’s market and brand position slipped as other areas received their own modern centres resulting in a localised consumer and visitor dilution. Further to this, was the gradual loss of Southport’s urban identity as other locations progressed with a contemporary mix of freshly branded retail offers. Of good news for Australia Fair in 2015 was Southport’s designation as the official CBD of the Gold Coast sparking huge interest in economic development, which prompted the centre to capitalise on this opportunity across operations, brand and marketing. The centre is now receiving a large refurbishment investment that’s attracting renewed retailer and consumer attention.
A progressive new brand identity needed to be created to elevate Australia Fair’s market position as an evolved shopping centre now living in the heart of the Gold Coast CBD. Consumers of all backgrounds needed a reason to revisit Australia Fair, by seeing new life breathed into a Gold Coast icon shifting their preconceived perceptions - as was the case with potential retailers keen to secure a prime retail site in the CBD.
The re-brand budget was comparatively conservative but the strategy still needed be robust and leading-edge, cutting through the local competition by making a statement in progression, creativity and stylised direction. The associated messaging needed to be clear, concise and consistent to complement a brand of simplistic sophistication. This new brand identity was to be used across all centre marketing including digital, signage, POS, outdoor media, print advertising and direct marketing initiatives.
Stage one of the rebrand roll out has seen positive market traction gained, with consumer and retailer interest spiking notably through the recognition of a sincerely sophisticated repositioning of Australia Fair.
The new brand experience is at the height of retail contemporary sophistication, displaying a truly artistic quality through shapes, layering and colour palette. The four ‘A’s in the name ‘Australia Fair’ form triangles that create the essence of the brand device representing a sense that we have all angles covered. Working with the triangles and fresh imagery stylised with a fashion edge creates a very modern feel of international presence. The new tagline ‘Australia Fair is Now’ repositions the centre as being current and on-trend across its retail mix and is adaptably consistent to represent product pillar messaging, I.E. Australia Fair is Fashion, Australia Fair is Food, Australia Fair is Summer, Australia Fair is Christmas.