About the project

WHERE? Australia Fair

Australia Fair Shopping Centre is an iconic part of the Gold Coast’s retail environment. However, due to its age the Centre has a reputation of being tired and old in comparison to the newer Retail Centres that have emerged during the past five years.

The Concept ‘WHERE?….Australia Fair” was not created to try and compete against the other Shopping Centres; On the contrary this clever and original campaign positions Australia Fair as a unique retail entity. By combining the tongue in cheek humour with the professional look and design layout it has the ability to cut-through ‘same old’ retail marketing which often features unobtainable images and over priced fashion. Instead it speaks directly to the core target market of the Centre; real people who shop for groceries, go to work, look after families and who occasionally like to get dressed up and have a day or night out.

It (like many old iconic Australians) is poking fun at itself whilst highlighting its best attributes (which there are quite a few of!) and connects in a real, honest and relevant way with current and potential target audiences.