In 2009, Westfield is coordinating a national marketing campaign entitled ‘We Are Family’ designed to provide enriching and engaging information for Australian mums, via in-centre seminars, a guide book and online content.The campaign follows a highly successful 2008 Westfield ‘We Are Family’ program that largely featured a host of experts engaging with mums on a variety of subjects relevant and interesting to them.
Westfield embarked on this campaign following research indicating that mums perceive Westfield as a significant hub for them and other mums. So, to build on this insight, an opportunity was identified to further support this target audience with social and educational programs to be run in-centre, supported via a website, guidebook and editorial press.
As part of Westfield’s planning for the campaign, they have conducted extensive research to identify new key opinion makers and influencers in the family arena. As a result, Nicole Hooper-Marshall founder of Cedar Leaf has been identified as a partner to Westfield for the 2009 ‘We Are Family’ campaign – specifically surrounding the area of DIY fashion.
A range of topic areas have been developed for the campaign, which will be supported with new national research to be commissioned in early 2009, surveying mums to even better understand their needs. The areas of focus include, Shopping Survival, Mums Only, Entertainment, Technology, Family Management, Food and Early Learning.
Find styling tips for mums by Nicole Hooper-Marshall within the in-centre booklet supporting the “We are Family” campaign which will be available from the 15th June, 2009 and also, watch out for television and radio interviews with Nicole during the campaign!
