Cairns Central Shopping Centre’s Embrace the New Faces community campaign, which was honoured with a prestigious national industry award in October 2017, has been a win-win situation throughout the community.
The Shopping Centre Council of Australia Marketing Awards for Best Community campaign recognised Cairns Central’s focus on diversity, inclusion and promotion of indigenous models.
“It was wonderful for the centre to be recognised by the industry with this award,” Cairns Central Marketing Manager Louise Struber said. “Community engagement is a vital component of Cairns Central’s marketing mix, and we love working with the community.”
Cairns Central’s Embrace The New Faces campaign was an evolution of the highly successful annual Face of Cairns Central ‘s ambassador search, and its engagement activities fostered and encouraged indigenous diversity and participation throughout the community.
Indigenous supermodel Samantha Harris launched the event during NAIDOC week in 2016, which discovered models Jarron Andy and Lily Rose.
Jarron was the first male indigenous Face Of Cairns Central and the first male indigenous model to be signed with Dallys Models and Chic Management. He has since gone on to pursue a career in acting and modeling in Sydney, continues to be an ambassador for Cairns Central and is a successful role model for indigenous youth.
In recognition of Lendlease Cairns Central’s win the Shopping Centre Council of Australia contributed $5000 to a relevant charity or community organisation associated with this campaign.
“The $5000 donation has been issued to Cairns Indigenous Art Fair in recognition of the valuable support it provides the Cairns community,” Ms Struber said, adding that it was community involvement that helped make the event a huge success.
“The Embrace the New Faces campaign took a new direction for a school holiday program to promote diversity and inclusion. We couldn’t have achieved the results we did without our community partners, the Cairns Indigenous Art Fair, Headspace and Chic Management.”
The awards attracted a highly competitive field of 192 nominations across 17 categories including branding, digital, community, development and sales.
The Shopping Centre Council of Australia’s Executive Director Angus Nardi said the Community Marketing Awards continue to go from strength to strength.
“It is so pleasing to recognise the important role and contribution of shopping centres in local communities,” he said. “We are pleased to provide financial support to Cairns community group Cairns Indigenous Art Fair through these awards.”