Broadway on the Mall is a landmark retailer centre in Brisbane City’s Queen Street Mall. The centre was struggling to identify a true competitive advantage over other CBD shopping centres. Its point of difference ultimately lay within its unique retailer mix. The centre was also facing increasing competition plus rumours regarding the centre’s potential redevelopment were in the air dampening retailer faith in the centre. To combat these challenges, Broadway on the Mall needed a strong campaign to promote and support its retailers. The campaign was created to coincide with the release of new season fashion. The campaign challenged the idea of ‘following’ trends, encouraging individuals to embrace their own unique style by mixing and matching pieces from different retailers. It was rolled out across print, press, digital and in store promotion.