Scentre Group’s BrandSpace has launched The Season for Westfield, reinforcing the importance for brands to plan early.
The campaign sets the stage to tap into the country's biggest retail moments. With Black Friday overtaking Boxing Day as Australia's largest retail event last year, the opportunity for brands to reach receptive customers has never been greater, according to Retail Safari's Unpacking Australia's 2024 Christmas Shopping Trends report.
A total of 37 Westfield destinations across Australia transform to meet the occasion, creating the platform for both brand and retailer success.
"Whilst our destinations remain vibrant year-round, the season amplifies customer visitation, customer intent and spending behaviours. Our purpose is to connect customers to the brands and retailers they love, or would love to discover," said Adam Sadler, BrandSpace's head of media sales.
"Australians spent $37 billion in November last year. 74% of Black Friday spend was spent offline. This moment is about helping marketers harness that opportunity by leveraging the most productive retail environments in the country.”
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