Canberra Centre used catalogues to drive sales and lift brand equity

Canberra Centre wanted to position themselves as leaders of health and wellbeing in the ACT by creating the wellness sanctuary, Eden, within the shopping centre.

How they did it

• To spread the word about Eden, the centre produced the ‘Eden’ booklet featuring expert advice and hero products that could assist shoppers in maintaining a healthy work/life balance
• The booklet was delivered to 47,000 targeted females and males between 25-54 years of age with an interest in healthy living
• Content from the booklet was repurposed and featured on the Centre’s blog, which fed through to social channels and e-newsletters

The results

• 1,000 masterclass attendees
• 143% lift in blog views
• 7% increase in Centre traffic
• 9% lift in Centre sales

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