Raine&Horne Commercial.

overview.

Overall a flexible budget conscious solution that allows the R&H Commercial portfolio to create cut through in a competitor heavy market whilst also developing a clear brand identity for the centres.

brief.

Raine&Horne Commercial (R&H) manage a portfolio of 12 shopping centres which answer to the needs of the local community for their regular food shop along with a variety of speciality stores.

With no previous master creative, communications had been inconsistent and not doing the centres justice. R&H were keen to implement a creative platform across all centres and campaigns to ensure:

• A consistent image is presented to centre specific target markets.
• R&H can utilise economies of scale when rolling out creative.
• R&H present a professional look for current and potential leasees.

Overall the creative should:

• Create an emotional connection with the community.
• Establish centres as the local 'drop-in' option.
• Drive traffic and therefore sales.

solution.

The creative was developed around a collage visual and has the centre talking directly with the customers. It creates a personal feel through the very familiar idea of notepaper, something we use to collect ideas and inspiration in our everyday lives.

This is a clean, simple, flexible approach for centres that doesn’t require hero imagery of people, but still conveys a very approachable mood through the warmth of the elements used.

Within the creative certain key elements will always exist:

• A ‘Your Local Centre’ stamp to enhance customer’s emotional connection with the centre and subtly convey a stamp of approval, endorsing the program, products and produce within the centre.
• Branding hierarchy; the centre logo taking prominence, while major and partner logos are included, but clearly secondary.
• An image device to reinforce the key message of the promotion.
• A supporting seasonal or campaign based ambient image.
• The centre map, an integral element of the external creative helping to increase awareness and visitation.
• Note-paper to display the headline and supporting message.

While there are a few simple elements that come together for this creative the change in imagery, font and colour palette to individualise each campaign ensures it continues to have impact and cut-through.

By ensuring all communication contains the base elements of the collage (the look of the note-paper, through to the style of the photography) the creative becomes familiar and recognisable as a particular centre within the trade area.