Importing celebrity fashionista Nicole Richie has proven to be a winning strategy for MidCity as the Pitt St retail hub re-opened after a multi-million dollar refit.
MidCity’s spike in brand awareness is directly attributed to Nicole Richie’s three day tour as special guest of the premier retail destination, and forerunner in the Sydney CBD’s multimillion dollar Pitt St re-development.
MidCity’s owners, Fortius Funds Management and Australian Prime Property Fund Retail said that media coverage generated far exceeded projections and hailed the campaign as an outstanding success on every level.
“We were thrilled to have Nicole here in Sydney as guest of our official opening celebrations and we found her nothing but gracious, perfectly professional and good natured”, said Ray Sproats, CEO, Fortius Funds Management.
The Nicole Richie campaign was devised by creative agency, Bashful, and coordinated in association with PR Consultancy, Cav Con, alongside Lend Lease’s internal marketing division.
“Ms Richie was a perfect choice, appealing to our broad customer base…from our youth brands through to our more tailored labels, and onwards in terms of her resonation with younger working mums”, said Michael Dockery, General Manager – Marketing Retail, Lend Lease.
Ms Richie also participated in exclusive fashion shoots where she made her own selections of garments and accessories from the various stores on offer within MidCity.
“This was very much her own take on style which is right in line with our platform of being a fashion destination offering a variety of labels to suit individual tastes and budgets…the best of Australian High St fashion in a beautiful new space”, added Dockery.