LAKESIDE Joondalup’s quirky modelling show on a Transperth train was the clincher for the outlet being named best shopping centre at the WA Property Awards.
Property Council WA executive director Lino Iacomella said Lakeside had led the way in producing engaging marketing campaigns in an “extremely competitive market”.
“Notably in December 2015, Lakeside Joondalup embarked on a campaign titled The World’s Longest Catwalk,” he said.
“Guests were invited onboard a private Transperth train from Perth to Lakeside Joondalup, and models showcased new season fashion.
“The 27km journey became the catwalk and the event generated PR with a reach of more than two million on Instagram.”
The campaign also won the shopping centre an excellence in marketing award.
In other awards, Lakeside was considered to have the best digital initiative with Mr Iacomella saying its marketing team had “catapulted brand awareness online and drastically extended followers, reach and engagement”.
Lastly, the Property Council awarded the outlet the retail marketing campaign of the year title, giving it four gongs for the night – more than any other business.
Lakeside Joondalup centre manager Gemma Hannigan said the awards were great recognition.
“Our $320 million redevelopment in 2014 made us the biggest shopping centre in the State and allowed us to evolve into a major shopping destination for Perth,” she said.