RUNDLE MALL CHRISTMAS 2016

MARKETING & EVENT OPPORTUNITIES

M A R K E T I N G C A M PA I G N In line with the launch of the Christmas season, on 12 November, Rundle Mall will release the next installment of the overarching brand campaign - Find Me in Rundle Mall. The campaign has been designed to create a sense of discovery and will be featured across traditional media channels as well as an extensive digital program.

D ECO R AT I O NS This Christmas season, day or night, Rundle Mall will be bursting with displays of seasonal cheer to remind customers that the city is the home of Christmas in South Australia. Extending upon the decorations implemented in last year’s Christmas campaign Rundle Mall visitors will discover an extensive array of in-Mall decorations.

I N -M A L L AC T I VAT I O NS

CHRISTMAS SEASON OVERVIEW The Christmas season forms one of Rundle Mall’s five Marketing & Events pillars for 2016/2017. This campaign will cover the pivotal November and December retail period and will be the most extensive campaign in the calendar. Festive, colourful and imaginative, visitors to the Mall will be treated to contemporary twists on traditional decorations, interactive art pieces and activations as well as multiple opportunities to create social media moments throughout a 6 week Christmas program.

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In 2016 Rundle Mall will introduce a custom designed outdoor room, which will sit centre stage for Rundle Mall’s on ground activations, sponsored events and pop-up retailer activations. Rundle Mall will also be delivering a new initiative called ‘Light Up Rundle Mall’ to create engaging shop window displays.

E X T E N D E D T R A D I N G H O U RS Rundle Mall will communicate early evening trade, additional Christmas trading hours and public holiday trade to provide the Mall with a valuable competitive advantage in December. The aim of the extended trading opportunities is to provide an accessible and convenient shopping experience for our customers.

P OS T- C H R IS TM A S SA L ES After the completion of the Christmas campaign, Rundle Mall will implement an extensive marketing program in order to support the important post-Christmas sales period which will launch on Proclamation Day – Monday 26 December 2016.

VISION & OBJECTIVES FOR CHRISTMAS V IS I O N Rundle Mall’s vision for the Christmas season is to create a city transformed by colour, activity and light, where businesses prosper and people of all ages and backgrounds come to revel in the long summer days with family, friends and neighbours.

O B J EC T I V ES • Increase traffic and dwell time • Drive retail, services and hospitality sales • Deliver unique activations and experiences • Create a consistent recognisable theme • Communicate activity to residents and visitors • Create a ‘retail heart’ for Christmas celebrations • Deliver shareable digital moments to drive engagement |

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CHRISTMAS DECORATIONS

1. LIVE FOREST OF TREES

From Saturday 12 November Rundle Mall will be adorned with visually stunning and impactful Christmas decorations which will be visable by day and night to create the “wow factor” for the season. Decorations have been designed to create talkability with a strong emphasis on shareable moments throughout the Mall.

Between 150 – 200 live Christmas trees will be installed in three sections throughout the Mall to create the ‘hero’ element of the in-Mall campaign. They will range from 1.5m to 4m tall and will be adorned with illuminated lights and decorations to ensure they are impactful both day and night.

The RMMA will be working with independent contractors, Bruce McKinven and Jeremy Gordon, who have worked on festivals such as Big Day Out, Splendour in the Grass, Adelaide Writers Week and Dark Mofo to deliver five key elements throughout the precinct.

The live tree zones will be a sensory experience for visitors, creating an impact through scent and sight, as tradition meets contemporary this Christmas.

2 . L A RGE FO R M AT C H RISTM AS LE T TERI N G Large format red metallic lettering will be placed around the ‘Live Forest of Trees’ zones displaying words which will communicate the joyfulness of the Christmas period ­­­– JOY, PEACE and MERRY. These letters will be impactful from a distance, at over 2m high, creating a pop of red colour amongst a sea of green trees. The intention of the large format statements is to provide our target audience with additional shareable social media moments which can be discovered amid the familiarity of Rundle Mall.

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3. ART INSTALL ATIONS

5. R E FU R B IS H M E N T O F E X IS T I N G D ECO R AT I O NS & T H E C H R IS TM A S C A RO US E L

4. CATENARY BUNTING

Featured on @kelseymontagueart

Don’t forget to look up! The festive and colourful theming will be continued high above the precinct with over 2km of custom designed bunting zig zagging along the catenary lighting. The bunting will be created in metallic gold, silver and red system to reflect the sunlight during the day and the precinct lighting at night.

Rundle Mall has commissioned globally renowned artist Kelsey Montague to create two custom pieces of public art to be placed as entry statements for the precinct. Each piece will be created as a picturesque backdrop which will inspire visitors to stand with the artwork and generate social media content. Kelsey will create one panel in her signature 'angel wing' design and a second panel in a custom 'Misteltoe' piece for the festive season. You can learn more about Kelsey’s amazing artwork here: kelseymontagueart.com

The decorations introduced in 2015 will again be utilised for this year’s Christmas campaign. The large scale presents and the stars which hung along the catenary lighting system will be further developed to match all other decorative in-Mall elements and will be arranged together under the Gawler Place Canopy to create maximum exposure. Alongside the existing decorations, the Christmas Carousel will be in residence behind the Gawler Place Canopy throughout December. This area will become a hub of family entertainment in Rundle Mall’s event calendar. |

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IN-MALL ACTIVATIONS Rundle Mall has partnered with The Pop Up Co to deliver a custom built 'outdoor room' which will house tailored activations starting on 12 November, running through to Christmas Eve. This space will be a chance for customers to come together under one (open aired) roof to enjoy DIY workshops, entertainment and to socialise. This beautiful structure will include timber flooring, bold Christmas decorations and large 1.5m high signage boards relating to activities. There will be tables and chairs installed for day time DIY Christmas themed workshops, with the space being transformed into a small bar by night.

R E TA I L E R O PP O RT U N I T I ES Retailers are encouraged to contact the RMMA team or Chloe from The Pop Up Co to discuss opportunities to have an activation included in the calendar of events. Some suggested activations are as follows: • Pop up bars • Product sampling • Creative workshops such as ‘Christmas Card Making’ • Outdoor movie sessions Pop Up Co Contact Details Chloe Reschke-Maguire [email protected] thepopupco.com.au

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FREE CHRISTMAS VM WORKSHOP The RMMA & The Pop Up Co invite retailers to join us for a free visual merchandising workshop. When: Thursday 22 September 2016, 8am - 10am Where: Ibis Hotel, Level 1 What: Free retailer workshop for ‘Light Up Rundle Mall’ RSVP: Wednesday 14 September, [email protected] RSVPs are essential. Maximum 2 people per business. Alternatively please contact the RMMA or The Pop Up Co to discuss further.

LIGHT UP RUNDLE MALL

The Pop Up Co Contact Details Chloe Reschke-Maguire  [email protected] thepopupco.com.au

A key component of our in-Mall activity will be the ‘Light Up Rundle Mall’ initiative which will also be managed in partnership with The Pop Up Co. Traders along Rundle Mall and throughout the laneways will be assisted, and incentivised, to decorate their shop front window in a beautiful Christmas display throughout November and December. Although the lights will be on at all times for passers by to view, customers can make a night of the Rundle Mall lights on Thursday and Friday nights in conjunction with the activations placed throughout the precinct as part of the calendar of events. Customers will be encouraged to share their favourite window displays on Instagram to win one of many weekly prizes, further spreading the word about the activation, and allowing stores to get their brand shared across social media.

BEST DRESSED IN THE CITY Adelaide City Council and the "Christmas in the City" program are giving you a chance to decorate your business this Christmas to go in the draw to win some fantastic prizes. For full details visit christmasinadelaide.com.au *Terms and Conditions Apply

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CHRISTMAS PAGEANT On Saturday 12 November the Credit Union Christmas Pageant will again attract tens of thousands of South Australian families to visit the city to celebrate the start of the Christmas season. It has been confirmed that the 2016 Credit Union Christmas Pageant route will be the same as 2015, ending its journey on North Terrace to deliver Father Christmas to his home at the Magic Cave in David Jones. All of Rundle Mall’s visual elements will be installed in time for the Christmas Pageant to ensure the crowds who wander through the precinct on the day are treated to the extensive decorations on offer this Christmas. There will also be an array of entertainment post-Christmas Pageant that will kick off in our activation zone tailored to the family audience.

RETAILER OPPORTUNITIES If you have any relevant activities planned on the day or would like to be included in our calendar of events please contact the RMMA team to discuss further.

C. 1933 North side looking East. Large crowds gather to see the arrival of Father Christmas and his float during one of the first John Martin’s Christmas Pageants. Christmas decorations can be seen on the John Martin’s Department Store in the distance. Image: State Library of South Australia

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ONLINE OPPORTUNITIES C H R IS TM A S G I F T G U I D E

S TO R ES A N D S E RV I C E D I R EC TO RY

In mid-November Rundle Mall will launch an online Christmas Gift Guide which will be hosted on rundlemall.com and promoted across all Rundle Mall social media channels. The purpose of the gift guide is to display the huge variety of retailers available within the precinct to position Rundle Mall as a one-stop-shop for Christmas shopping.

Throughout November, December and January the Rundle Mall website experiences the highest traffic of the year. In December 2015 the website received over 94,000 unique visitors within the month and over 9,500 unique visitors on 25 December alone.

The gift guide will be displayed in categories including some of the following: • Gifts for Her • Gifts for Him • Gifts for Kids • Gifts for Teens • Gifts under $100 We encourage all retailers to supply flat lay images along with descriptions for gifting across the categories which are relevant to your store; multiple products can be supplied for each category.

There is a huge opportunity for exposure for retailers who claim and manage the website listings hosted on rundlemall.com. This is a chance for all retailers to ensure that store details are correct and any relevant events/sales are promoted directly to customers looking for your store online. If your business isn’t listed – you can add it here: rundlemall.com/list If your business is there – you can claim your listing here: rundlemall.com/claim If you’ve already claimed your listing don’t forget you can regularly edit and update all content: rundlemall.com/edit

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TRADING HOURS Rundle Mall has a valuable competitive advantage in December, with early evening trade allowing customers to shop up until 7pm Monday to Thursday. The Mall’s additional Christmas trading hours further strengthens this competitive advantage by providing accessible and convenient shopping hours for customers. The RMMA is currently working with the State Government to finalise extended trading hours. These trading hours as well as the confirmed public trading hours will be communicated to you as soon as possible through a digital and hard copy Retailer Memo.

Proposed Draft Christmas Trading Hours: Sunday 4 December

9am – 5pm

Sunday 11 December

9am – 5pm

Thursday 15 December

9am – 7pm

Friday 16 December

9am – 9pm

Saturday 17 December

9am – 5pm

Sunday 18 December

9am – 5pm

Monday 19 December

9am – 9pm

Tuesday 20 December

9am – 9pm

Wednesday 21 December

9am – 9pm

Thursday 22 December

9am – midnight

Friday 23 December

9am – midnight

Saturday 24 December  Sunday 25 December

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9am – 5pm CLOSED

Monday 26 December

11am – 5pm

Tuesday 27 December

11am – 5pm

*These hours are indicative only and are subject to State Government approval

POST-CHRISTMAS SALES Rundle Mall will implement an extensive marketing campaign in order to support the important post-Christmas sales period. A one week campaign will be implemented for the sales season to provide Rundle Mall with a strong voice during this unique trading period. The campaign will invite customers to visit Rundle Mall on Monday 26 December (and beyond) for the chance to find a bargain.

RETAILER OPPORTUNITIES Each year rundlemall.com receives the highest traffic of the year on Christmas Day and Boxing Day with people finding out where they can find their bargains. Please ensure you claim your store listing on the Rundle Mall website to check all details are correct for the sales period and provide the RMMA team with any relevant offers to be included in the calendar.

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YOUR TIME TO SHINE RETAILER OPPORTUNITIES FOR THE CHRISTM AS SEASON

I N -M A L L AC T I VAT I O NS Retailers are encouraged to contact the RMMA team or The Pop Up Co. to discuss opportunities to have an activation or pop up event included in the calendar of events. Deadline: Monday 3 October 2016.

As we approach the most lucrative period in the retail calendar there are many ways for you to leverage Rundle Mall’s activity to reach a wider audience, build awareness of your brand and ultimately increase foot traffic in your store. E X T E N D E D T R A D I N G H O U RS

To get involved, please contact either: JOHANNA WILLIAMS Marketing Manager 08 8203 7085 [email protected]

A BBY FELTRI N Digital Coordinator 08 8203 7253 [email protected]

NYSSA LAMBERT Marketing Coordinator 08 8203 7662 [email protected]

CHLOE RESCHKE-MAGUIRE [email protected] thepopupco.com.au

In the coming weeks the trading hours for the Christmas period will be confirmed through a Retailer Memo. We encourage all retailers to make use of the extended trading opportunities throughout November and December.

D I G I TA L G I F T G U I D E Rundle Mall will be creating a digital gift guide for Christmas to be hosted on rundlemall.com, if you have products that are relevant for this opportunity please send a high resolution image, pricing and product information to Abby and Nyssa (listed adjacent). Deadline: Monday 31 October 2016.

L I G H T U P RU N D L E M A L L The RMMA & The Pop Up Co will be holding a workshop to discuss unique visual merchandising opportunities for Christmas on Thursday 22 September. We invite retailers who are interested in learning more about this, to contact the RMMA team or the Pop Up Co. to discuss further. To RSVP, simply email [email protected] Deadline: Wednesday 14 September 2016.

SOCIAL MEDIA & W E BS I T E CO N T E N T Throughout November and December Rundle Mall will have a focus on retailer content for social media and for the website. Please contact Abby to discuss requirements for inclusion. Deadline: Monday 31 October 2016.