INSIDE
MAY 2 015
T H E N E W S L E T T E R F O R R E TA I L E R S O F E A S T L A N D
*Artist impression
W
elcome to the May edition of Inside Eastland.
Last month saw the part-closure of the Eastern Mall. This closure was required to facilitate the necessary works to bring you the new Central Malls which will lead customers from Myer to David Jones and Town Square on Level 2, and Myer and Target on Level 1.
In addition to this closure, the internal works program continues in Centre, which sees upgrades to all Centre amenities, tiling works, ceiling and Centre entry upgrades. Please read on for further details. We appreciate your patience and understanding during this time and if you have any questions, please feel free to contact me at Centre Management. See you in the Centre. Alison Marie, Centre Manager
KEY DATES UNTIL FRIDAY 15TH MAY
THE LION KING EXHIBITION, OUTSIDE NAB, LEVEL 1
SUNDAY 10TH MAY MOTHER’S DAY
SATURDAY 16TH MAY & SUNDAY 17TH MAY CINDERELLA BRUNCH
SATURDAY 23RD MAY MOVIE TICKET GIVEAWAY
INSIDE 5 SOCIAL MEDIA TIPS FOR RETAILERS
1. Update your social media account regularly
2. Stay true to your brand’s identity and audience
SHARE 3. Interact with your customers – answer their questions, encourage them to share your content
MAY 10 COMING SOON
MOTHER’S DAY WITH MELBOURNE GIRL
In the April edition of Inside Eastland, we shared with you our upcoming installation of our elegant Mother’s Day Flower Cart which seeks to reward local Eastland mums with a free bunch of flowers in the lead up to Mother’s Day. In addition to this surprise and delight campaign, renowned editor and blogger Emily Collie from Melbourne Girl will be curating an Eastland exclusive Mother’s Day Gift Guide. The Gift Guide will be uploaded onto the Eastland website and advertised through Melbourne Girl on her Instagram, website and dedicated e-newsletter to her 20,000 followers.
4. Make your content valuable; don’t post for the sake of posting
5. Mix things up; share sale offers, new campaign images
THANK YOU REWARDS
COMING SOON
DISNEY CINDERELLA ROYAL WEEKEND
In line with the popular release of the live action Disney Cinderella film, Eastland will be hosting a Disney Cinderella weekend. The event will be hosted in Centre on Saturday 16th and Sunday 17th May and give customers the opportunity to book into an exclusive children’s Royal Brunch hosted outside NAB on Level 1. The event will also include an interactive zone, which will include a craft village, Disney sing-a-long and face painting activation outside Big W. The use of high profile characters is designed to entice our family demographic within the trade area, drive traffic to the Centre and create a point of difference against competitors.
MAY 16 & 17
Our Thank You Rewards program will continue throughout May. The program rewards customers within the Centre to drive word of mouth throughout the trade area. This month we are rewarding customers through the following activations: • Exclusive Pitch Perfect 2 Screening, rewarding over 500 customers. • Hoyts Eastland Movie Ticket Giveaway, rewarding over 500 customers. • Lion King Musical Giveaway – 3 Double Passes to be given away. • Bring It On The Musical Giveaway, run through Facebook. • Silver Moon – Mother’s Day Necklace giveaway run via Melbourne Girl.
BEING BRAVE DOESN’T MEAN YOU GO LOOKING FOR TROUBLE.” – MUFASA, THE LION KING
MARKETING MATTERS
EXCITING ACTIVITIES AT EASTLAND THIS MAY
UNTIL MAY 15
T
he Marketing Calendar for May is filled with exclusive events, and Thank You Rewards for our loyal customers. All these events and activities are designed to drive Centre traffic and maximise sales for your store. This month, our Disney The Lion King Costume and Design Exhibition continues at Eastland. This beautifully curated exhibition is exclusive to Eastland and is the only one of its kind in Victoria. Following from this exhibition, Eastland will celebrate Mother’s Day with our elegant ‘Pop Up’ Flower Cart, which will reward unsuspecting mothers within the Centre with a free bunch of fresh flowers. This will be partnered with a digital Mother’s Day Gift Guide curated by popular and influential blogger Melbourne Girl. Read on for more details and all events in Centre during May. Dana Salim Marketing Manager
VICTORIAN EXCLUSIVE
DISNEY THE LION KING COSTUME & DESIGN EXHIBITION
Eastland proudly hosts the Victorian exclusive of Disney The Lion King Costume and Design Exhibition. The exhibition features set models, design drawings, and original costumes. The installation is the first of its kind in a Victorian retail setting and the launch is exclusive to Eastland Shopping Centre.
If you have any queries or would like to discuss marketing opportunities for your store, please don’t hesitate to contact the Marketing team at Centre Management on 9870 8377 or email marketing@ eastland.com.au.
The exhibition aligns with the stage production, currently playing at the Regent Theatre. Events like this are designed to encourage increased traffic, maximising sales by providing our customers with exclusive events. The exhibition is promoted heavily through: • Local press placement via the Maroondah, Knox, Whitehorse and Lilydale/Yarra Valley Leaders. • Dedicated digital advertising via Facebook. • PR release distributed to key digital
influencers, local press, metro press and national television programs. • Dedicated Lion King page on www.eastland.com.au. • In Centre signage including, atrium banners, door decals and posters throughout the Centre.
WIN!
Be sure to enter our retailer competition for your chance to win 1 of 4 The Lion King Musical Passes, simply by visually merchandising your windows with the Disney The Lion King theme for your chance to win.
*Artist impression
*Artist impression
UPGRADES
NEW LOOK LIFT LOBBY & ENTRIES
As part of the new Eastland transformation, the Centre will progressively update all entries including car park entries and lift lobbies. Works to upgrade the Peter Jackson and Suzanne Grae entrances are well underway. The new design lobbies will include painted brass doors and featured floor to ceiling cladded walls. During this time car park entries will receive a new look with replaced entry tiling, new carpet, frameless glazing and swing doors. Upgrade works will predominantly take place outside trading hours and we are endeavoring to maintain customer access to entries at all times.
RETAILER MOVEMENTS
While works are underway to bring you the new Eastland, several retailer movements have occurred this month:
•T oyworld has relocated to a new pop-up site located on Level 2 opposite Kmart. •P rice Attack has relocated temporarily into a kiosk located opposite The Body Shop on Level 1 and in the coming month will relocate into a new site located near OPSM. •P riceland has now opened in its new pop-up site located on Level 2 opposite Nike. • We congratulate the team from Priceline Pharmacy on their new fitout on Level 1 adjacent to Coles. Any further store changes will be announced in each edition of Inside Eastland to keep retailers up to date.
*Artist impression
BY CHANGING NOTHING, NOTHING CHANGES.” – ANTHONY ROBBINS
DEVELOPMENT UPDATE NEW CENTRAL MALL
With the closure of the Level 2 Eastern Mall, works have commenced to begin the cut through from the ex-Plaza Centre Way into the Centre. In addition to this, the Central Mall upgrade works are well underway, with builders commencing on tiling upgrades and new ceiling treatments this month.
BALCONIES & BALUSTRADES
Balcony and balustrade upgrade works between Napoleon Perdis and Jay Jays are close to completion. This has allowed the Centre to reduce hoardings within this area. In the next few months, new handrails will be installed to the glass balustrades. A new hoarding will be erected around the void between Peter Jackson and Country Road in the coming month to facilitate the upgrade to these balustrades and handrails.
TOWN SQUARE & NEW CENTRE
•T he Realm’s (Library Learning and Cultural Centre) structural steel and ceilings have now been erected and this month builders will begin to clad the façade of the building. •T he base build for Target and David Jones is nearing completion, in readiness for internal tenancy fitouts in June/July. •T he Realm’s façade is now in place and glazing installation will continue. In the upcoming months we will begin to fitout internal fixtures and fittings.
CUSTOMER SITE TOURS
During May and June, Eastland will be giving customers the opportunity to experience an interactive onsite tour with our Community Liaison, Deanna Hitchman.
EASTERN LINK MALL
As part of the construction program, the Level 2 Eastern Link Mall will cease trade from late May. The closure will include the relocation of Sportsgirl, Jeanswest and Noni B, with Bras N Things and Williams departing the Centre. These changes are necessary to make way for the new link mall which will lead customers from Peter Jackson to the Myer/David Jones Mall.These changes will be communicated to customers in Centre and online during this time.
*Artist impression
INSIDE COMING UP
BRAND IQ OFFER
The Brand iQ team have a variety of banner sizes and packages available to suit your business. For more details on banners or other Brand iQ opportunities that can be tailored to your business, simply contact Mardi ‘Alatini on 0403 322 206 or email brandiq@eastland.com.au.
RETAILER PROFILE
30 SECONDS WITH... ALEX, MANAGER BAKERS DELIGHT
HEALTH & SAFETY
OCCUPATIONAL HEALTH & SAFETY REMINDER
Every month we chat with an Eastland retailer to discover their favourite things. Here’s what we found out about Alex:
Please note, smoking is prohibited in any undercover area, Centre stairwells and within five metres of an entry doorway. The Council and Police are able to issue fines for anyone caught smoking in a prohibited area. Your assistance is appreciated to ensure our patrons can enjoy a smoke free environment.
Favourite Movie? Lock, Stock and Two Smoking Barrels Favourite holiday destination? French Alps Favourite food? Beef Stroganoff Item you can’t live without? The Internet
STAY SAFE
STAFF CAR PARKING REMINDER
Where in the UK are you from? Leicester (near Birmingham).
As daylight savings has now ended, the Centre will be implementing additional lighting and security patrols within the staff car parking areas. If you are leaving your store late and would like a security escort, please call 0400 565 326.
What inspired your move to Melbourne? Originally I was on a travelling holiday but I ended up staying!
JUNE 8
KEY DATE
QUEEN’S BIRTHDAY PUBLIC HOLIDAY
A friendly reminder of the Queen’s Birthday Public Holiday on Monday 8th June. The Centre will be open from 10am to 5pm.
Alison Marie Stuart Lloyd Dana Salim Andre D’Lasselle Mardi ’Alatini
Centre Manager Retail Manager Marketing Manager Operations Manager Brand iQ Sales Manager
a.marie@el.qic.com s.lloyd@el.qic.com d.salim@el.qic.com a.d’lasselle@el.qic.com m.alatini@el.qic.com
Centre Management Office: Phone (03) 9870 8377, Fax (03) 9879 5626 Emergency Security Mobile (24 Hours): 0400 565 326
Maroondah Highway, Ringwood. Phone 9879 7171. eastland.com.au