The Opportunity
In the early hours of Sunday, 22 August 2004, a fire swept through the northern wing of the Mitcham Shopping Centre, completely destroying 25 shops and damaging another nine – leaving a damage bill of more than $20 million.
Less than 48 hours later, communikate et al was appointed by Taplin Corporation to handle the communications surrounding the fire.
Our Approach
communikate et al implemented a number of initiatives to ensure all stakeholder needs were met, including:
- Daily site meetings to provide updates and respond to questions
- A regular traders newsletter following the immediate crisis period
- Development of a Mitcham Shopping Centre web page providing the broader community with access to the latest information
- Proactive publicity campaign
Beyond the initial crisis, we also created a new brand for the newly redeveloped centre. Mitcham Shopping Centre became Mitcham Square – with an accompanying tagline “For every side of you”. A core objective of the centre expansion was to attract higher profile, local and national chains and stores that would appeal to a younger demographic.
communikate et al developed a range of collaterals and promotional items including:
- A promotional brochure
- Balloons
- Gift vouchers and giveaways
- Monthly magazine distributed in the local Messenger newspaper
This was supported by local print advertising, a major competition and events including fun days, face painting and sausage sizzles.
The Outcome
Despite the challenging circumstances, diverse stakeholder requirements and a range of objectives requiring very different approaches, communikate et al managed the immediate aftermath of the fire, the ongoing promotion of the shopping centre and its relaunch as Mitcham Square with great success, demonstrated by a strong media profile, consumer support and a revitalised brand that attracted the desired new tenants and customers.
