Uncovering the Brisbane Look
Content, Direct, Event, Point of Sale
From humble beginnings, Queensland fashion has come an extraordinarily long way. Brisbane has produced, or is home to, a host of world class fashion designers. And QueensPlaza was in the perfect position to present this as a way to reaffirm its place as THE fashion authority up here.
In collaboration with award winning director Hailey Bartholomew, Two Little Indians and former Vogue Australia Editor Kirstie Clements, we produced a full length documentary on the Brisbane Look featuring over 30 of the state’s most notable fashion identities. This content then fuelled a year’s worth of marketing activity for QueensPlaza ensuring strong ROI.
The documentary was even picked up by Virgin Australia for their inflight entertainment.
The theme of the campaign was ‘Icons of Style’. Classically, this might entail print collateral and an in-centre activation inspiring shoppers purchase new season fashion and embody ‘iconic style’. But we believed it was high time to step away from the traditional ‘how to’ fashion retail model and offer shoppers something truly insightful and inspiring.
It was one thing to identify individuals in Brisbane embodying this ‘iconic’ ideal; but another thing entirely – something far more interesting and all-encompassing – to identify common threads that gave rise to the idea of iconic style, Brisbane style. And so developed the idea of an investigative documentary celebrating Brisbane style; a film delving deep under the surface to discover what made our city so unique.
After a 6-month production process, with a groundswell of support from the fashion world and beyond, the film was born. It screened at QueensPlaza at a specially created cinema throughout March 2014. Centre traffic shot up by 5%, with 1,000,000 people visiting the centre; apparel sales increased by 8%; website traffic soared and the database exploded by 725%; and the film generated unprecedented PR for the centre, valued at $198,000.
It is now screening on all Virgin Australia international and domestic flights until July, and a calendar of film festival competitions, and public and private screenings lie ahead.
And for QueensPlaza, this film is a legacy that will long reflect an intriguing and powerful brand image.
To watch the full 30-minute documentary: