Laundry launches Wintergarden’s first centre wide Christmas campaign since officially re-opening. The multi-tiered campaign featured creative that embodied the fantasy and escapism of the Wintergarden brand, inviting local shoppers to experience Christmas in the garden. The campaign was centred around a sales driving promotion and was supported by in-centre and external activation and advertising. The core focus of the promotion was to drive traffic into the centre, encouraging additional retail sales, allowing more weighted individual retailer focus/support where required, increased customer incentive and supporting the centre’s brand promise of creative interplay. The campaign launched with experiential ‘pop up’ garden displays in Brisbane City’s Queen Street Mall.