Jo Allen & Associates was thrilled to develop a Mother’s Day campaign for Centre Place, the only shopping centre in Hamilton's CBD. Our team took the time to understand the competition within the five-kilometre radius and the lifecycle of the shopping centre, to position Centre Place as the preferred destination for a Mother's Day event.

The Mother's Day campaign, was thoughtful and emotive which encouraged customers to connect over shared experiences. Our research showed that as many as 24% of children ask their Mum for advice before asking their Dad. We wanted to take advantage of this by turning to Centre Place for gift advice for Mother's Day.

The campaign offered incentives to shop, which drove customers to explore Centre Place and take advantage of the offer by spending in the Centre. This addressed the objectives of engaging customers, driving foot traffic, and increasing sales.