Orchard Park Shopping Centre wanted to enhance its brand positioning to attract a more affluent shopper. It's easier to encourage higher-end retailers to lease with you when this type of customer frequents your mall.

Our target is well-heeled women who enjoy shopping. They are ideal mall shoppers, as their time is valuable and they appreciate the convenience of a range of stores in one place. Although they live in a smaller city, they don't want to sacrifice their sense of style.

Our creative messaging was that Orchard Park has stylish retailers you would expect in a big city. We adopted a more serious "fashion" approach, but still with a hint of the fun and warmth that Orchard Park is known for. Our creative showed that "Whatever you want, you can find it at Orchard Park. It's here."

With judicious use of budgets and resources we finished a year's worth of work in the space of four months. We had two full-day photo shoots, and radio and cinema ads were produced to build on the print executions. All creative was also animated as digital display, used as profile pictures on Orchard Park's Facebook page, and leveraged inside and outside the mall.