Part of Westfield North Lakes' positioning strategy was to create a whirlwind, four day experiential program come to life, attracting the local market and creating memorable experiences targeting young families. On November 18, 2015 an $80m Fresh Food and Dining was delivered in line with an intensive four day eventing schedule.
This schedule included:
- Opening Ceremony with special guests, television media, Scentre Group Directors and the general public
- Masterchef ‘Mystery Box’ style cook off with Brand Ambassador Georgia Barnes (Masterchef Australia winner 2014)
- Media launch of Dining Precinct with sit down banquet. In attendance included ‘Foodie’ influencers and Brisbane press
- High impact roving entertainment and performers
- Live performance from Australian pop singer Samantha Jade and Timomatic to an audience of 1000+
Results:
- Lift in visitation to centre by more than 40% YoY
- Record breaking opening weekend sales across multiple restaurants