Macgregor Homemaker
When the Harvey Norman Group and CBRE were opening a new destination homemaker centre in Macgregor, they engaged KDPR for an end-to-end marketing campaign.
KDPR Solution
KDPR successfully launched Macgregor Homemaker into the local market with an overarching strategy and compelling narrative and key messages to guide the campaign. With this strategy, KDPR built hype and excitement in the community, effectively engaged tenants, and successfully positioned the centre as Brisbane’s best premium homemaker centre.
At the core of the campaign was the fast-approaching centre Grand Opening. KDPR creatively concepted Grand Opening activations and liaised with suppliers, serving as an onsite contact and managing logistics. KDPR also worked closely with the local council to secure the attendance of Councillor Huang at the Grand Opening.
To establish Macgregor Homemaker as an important pillar in the community and make a positive impact, KDPR identified several suitable local charities. The centre decided to support the RBWH Foundation and KDPR facilitated an introduction and assisted in identifying how to best support the Foundation.
KDPR also identified a valuable opportunity and alignment with Brisbane lifestyle publication, Style Magazine. KDPR worked closely with the Style team on a cover story about the centre and ensured Macgregor Homemaker’s vision was achieved.
KDPR also assisted with the Black Friday and Christmas activations through supplier liaison, arranging necessary props, capturing content, and serving as on-site contacts.
The Results
Successfully positioned Macgregor Homemaker as Brisbane's best premium homemaker centre
Built hype and excitement in the community
Developed an overarching strategy with a compelling narrative and key messages
Effectively engaged with 100% of tenants to discuss upcoming activations, provide support, and gather sentiment
Creatively concepted grand opening activations
Liaised and worked closely with all suppliers
Worked closely with the council to secure local member Councillor Huang's attendance
Identified suitable local charities for the centre to support
Worked closely with the centre and the RBWH Foundation to identify the best method of support and grand opening activation
Liaised closely with Style Magazine to achieve a cover story matching the centre's vision
Worked closely with photographers and videographers to capture high quality imagery
Supported the centre through Black Friday and Christmas activations