Mother’s Day represents a significant business opportunity for Perth City retailers, however the suburban shopping centres have also recognised the opportunity. Our challenge was to make Perth City a more attractive option for kids and husbands to spoil the mums in their lives.
What Perth City has over the suburban shopping centres is a total experience, more than just retail. You can take your mum to Perth City for shopping, to a restaurant, to the art gallery or to a show. In Perth City, you can give your mum a totally new experience.
Our solution was to use radio to get to kids and husbands and remind them that their mums life may have become a little dull as a result of their dedication to them. We used the colloquial term of ‘the burbs’ to represent dull and boring to contrast against the interest and excitement of Perth City.