Centro Properties Group Christmas Catalogues

Centro approached Fresh to manage, design and produce the Christmas campaigns of their Brandon Park, Cranbourne, Mornington and Karingal retail centres. The campaign proposed was extensive, comprising direct mail vouchers, in-store signage, as well as the comprehensive retailer catalogues. Not only were the catalogues integral to the Christmas campaign, they were the single largest component of their annual marketing campaign. With each centre located in different regions of Melbourne, it was important to take a fresh view of each centre, being mindful of demographic differences in local shoppers, and to structure
the catalogues to ensure that retailers’ exposure was maximised.

Fresh produced multiple concepts and styles in advance, which could be applied to each retail centre around the busy pre-Christmas period. Fresh liaised directly with individual retailers and arranged their catalogue photo shoots, some of which extended beyond product photography. Hundreds of retailers were equally represented in visually appealing and clear, 20+ page catalogues. The Brandon Park centre incorporated food as a key theme, reflecting the importance of their food retailers. With its demographic of young families, Centro Cranbourne was themed with a ‘cut-out’ reindeer and bold gold stars, while the more boutique, upmarket Centro Mornington centred on an understated concept of a contemporary gift box with muted greens and olives.