Event and Promotion
Coast Plaza, a shopping centre in Whangaparoa.
Following the rebrand to Coast Plaza, there was a need to address the goal of: transforming Coast Plaza into a lively shopping destination for locals, with great shops, mouth-watering dining choices and regular family entertainment.
A plan was developed, with a 12 month schedule of activities, all designed to improve awareness and to reposition Coast Plaza as as an attractive destination for young people and families for either shopping or entertainment. One of these activities was creating and promoting a unique event for the area - a free rock concert, featuring popular band Summer Thieves, with food and drink trucks. The event was supported by a promotional campaign which captured the spirit of the region and the unique characteristics of the event, and used a range of media from traditional to social media channels.
The event and campaign was a first for the region and not only attracted a lot of goodwill and increased recognition and awareness, but also attracted young people and families to attend the concert, which was an overwhelming success.