Highpoint Shopping Centre has partnered with Bastion, a full-service marketing and communications agency, to launch a new brand campaign titled 'How Do You Highpoint?'. The campaign is part of a repositioning strategy for Highpoint, aiming to present the centre as a premium shopping environment.

'How Do You Highpoint?' is designed to invite both new and existing customers to shape their unique shopping experiences at the centre. The campaign is a crucial component of Highpoint's marketing strategy, which is centred on enhancing customer experiences and expanding the centre's Australian designer and bridge-luxe offerings.

The campaign was launched to coincide with the release of the spring and summer season. It will feature across OLV, OOH, on premises and across digital activations. The new brand positioning is based on consumer research, which highlighted a growing demand for personalised, luxury retail experiences. Highpoint Shopping Centre is managed by the GPT Group.

Fiona Twist, Senior Marketing Manager at Highpoint, said, “Our new campaign marks a pivotal moment for Highpoint, aligning with our focus on elevated in-centre experiences aiming to set the stage for a new era at Highpoint. ‘How Do You Highpoint?’ offers shoppers a chance to experience a curated, personalised journey every time they visit. Whether it's a day of self-care, a fun outing with friends, family time, or a romantic date, this campaign captures the many ways our customers can enjoy a day in the centre.”

Mike Godwin, Managing Director at Bastion, said, “Highpoint has a truly premium shopping environment that is poised to expand, so this invitation goes out right on time. How do you Highpoint? is an irresistible question, asking shoppers to curate their ultimate personal experience through the centre’s myriad of boutiques, high-end and highly desirable retail brands. This is just the beginning of an exciting journey for the GPT Group.”

Elizabeth Wilmott, Creative Director at Bastion, added, “High fashion and high energy had to become synonymous with Highpoint. It’s a previously untapped territory for the centre. There’s a sense of confidence, joy and spontaneity that sees our talent caught up in the moment. The concourse doubles as a catwalk as we show off retailer collections. Our campaign heroes are the fashionista, the foodie and everything in between.”