Westfield has unveiled its Christmas 2016 ad campaign featuring Australian showbiz legend Patti Newton, celebrity stylist Lesley Crawford and restaurateur Angie Hong, as the faces of its team of glamorous festive experts.
Dubbed the ‘Nanna Squad,’ the trio will deliver more than 200 years of Christmas experience, bringing together Newton, the consummate entertainer who captures the crowd; Crawford, the timeless stylist with a keen eye for luxury and Hong, the host with the most, whose clever kitchen short cuts will help customers whip up a feast to impress, without the stress.
Westfield owner, the Scentre Group, has launched the ‘Nanna Squad’ integrated national campaign through Sibling Agency, the purpose-built, full-service agency offering established by the WPP Group dedicated to the Westfield brand.
The campaign will go live today across earned, owned and paid channels, including website, the Westfield connected screen network of more than 1,300 screens, a custom published Gift Guide, a programmatic digital buy as well as PR and social.
Through high-definition Smartscreen videos, in-centre appearances and online at Westfield.com.au, the nannas are said to be the ultimate team of problem solvers, revealing their Christmas cheats all season long. In a short and light-hearted film all three share their take on common Christmas woes.
Bill Burton group GM, brand and media experience at the Scentre Group, says: “Christmas is a time for getting together with family and friends but we know our customers can feel the pressure to deliver at this time of year – whether it’s finding the ideal gift or serving a restaurant-quality feast.
“Evolving last season’s All We See is Joy platform, this year we’re taking the ‘nanna approach’ to the Christmas, helping our customers enjoy what’s most important, without sweating the small stuff.”
Following the launch, these new brand ambassadors will share their expertise in live appearances and workshops at select Westfield centres across the country through November and December.
The ‘Nanna Squad’ will be supported by activity at 35 Westfield centres across the country.
Westfield is the second major cab off the ranks when it comes to launching its Christmas ad. Last week Telstra, via The Monkeys, continued the ‘magic’ positioning with a Christmas campaign celebrating the connection that technology creates between friends and families.
Last year the Scentre Group launched Westfield's 2015 Christmas campaign, with the hope that people will have a joyful Christmas rather than a perfect one. If you missed it, check it out below:
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