The Campaign Palace launches leasing campaign for Highpoint’s $300 million ‘Jewel of the West’

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Screen shot 2011-09-26 at 2.33.50 PM.jpgHighpoint has officially unveiled an integrated collection of traditional and digital leasing materials for its current development, including a leasing magazine, microsite and iPad technology, created by The Campaign Palace, Melbourne.

The materials invite prospective retailers to be a part of Highpoint’s $300 million development which includes the West’s first David Jones, Woolworths and an expansive fashion and fresh food offering, all scheduled for completion in early 2013.

Screen shot 2011-09-26 at 2.32.57 PM.jpgSays chairman of The Campaign Palace, Mark Mackay: “It was clear that Highpoint’s development is uniquely connected with the aspirational nature of its new fashion mall. Reflecting this was of significant importance and was therefore key in shaping our communications approach. Creatively, the challenge was to produce something that was stylish and unique that simultaneously works as a physical magazine, online microsite and iPad application.”

Drawing visual inspiration from high-end publications such as Vogue and Marie Claire, the materials stand apart creatively from other leasing materials in their use of imagery to bring to life Highpoint’s expanded fashion and fresh food offering.

The GPT Group’s Project Director, Development Leasing, Bruce Sedgwick, said the materials capture the essence of the development and the Centre’s plans for the future: “The Highpoint development represents a new level of fashion for Melbourne’s western suburbs and the work The Campaign Palace has done beautifully captures the character of the new fashion mall. In addition the iPad application and microsite reflect Highpoint’s relationship with technology and vision for the future.”

Retailers can visit the leasing microsite at www.highpointdevelopment.com.au, where the leasing magazine can be viewed along with architectural perspectives, plans and an architectural fly through.

Agency: The Campaign Palace, Melbourne

Mark Mackay: Executive Chairman

Keith Melder: Photography, Design & Art Direction

Jacqui Rechtman: Account Service

Troy Moloney: Production Director

Jeremy Krause: Digital Design and Development

Client: Highpoint Shopping Centre/The GPT Group

Bruce Sedgwick: Project Director, Development Leasing

Mark Pheely: Highpoint Development Manager