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Australia’s best community campaign goes to Grand Central

Julie Thompson, Georgina Bayly and Tracey Ford

What’s Happening?

Grand Central’s “Colours of Culture” campaign has been awarded the Community Campaign Award at the Shopping Centre Council of Australia (SCCA) Marketing Awards, taking the top spot in the Community Large Centres category.

The award acknowledges the centre’s remarkable effort to celebrate NAIDOC Week 2023 with a unique program focused on First Nations heritage.

Why it Matters

The Colours of Culture campaign demonstrates Grand Central’s commitment to fostering community engagement and cultural appreciation.

Through collaborations with five First Nations suppliers, the Carbal Elders group, and mural artist ADNATE, the campaign became a vibrant educational platform highlighting the NAIDOC Week theme “For our Elders.”

The campaign further supported youth development by engaging with Indigenous social enterprise Adapt Mentorship on a large-scale mural project.

SCCA Winner Large Community Campaign

By the Numbers

  • $5000: Award donation going to Indigenous Social Enterprise Adapt Mentorship
  • 10m x 5m: Size of ADNATE’s mural, painted as part of the campaign
  • 6: Finalists in the Sabina Rust Memorial Campaign of the Year, with Colours of Culture among them

Zoom In
Georgina Bayly, Grand Central’s Community Relations Manager, accepted the award, expressing her gratitude for the honour:

“It was really a shock to have taken out this prize, but I am so proud to have received this national recognition.”
Her donation to Adapt Mentorship reflects Grand Central’s commitment to supporting local Indigenous-led initiatives, saying,
“Adam and Suzy from Adapt Mentorship entrusted me to work with mural artist ADNATE and this grand mural that we now have adorning our wall wouldn’t have happened without their support. They are doing phenomenal work in the community and we can’t wait to see how this bursary will support more kids in our community.”

Centre Manager Tracey Ford highlighted the team’s enthusiasm over the award, commenting:

“The SCCA Marketing Awards acknowledge the ‘best of the best’ shopping centre marketing campaigns in Australia, and Grand Central’s hard work in the community space deserves this national recognition.”

Zoom Out
The Colours of Culture campaign’s impact extended beyond the SCCA awards, earning a Judges’ Commendation in Community Engagement at the Queensland Retailer Marketing Awards in October, further underscoring Grand Central’s reach and effectiveness in community initiatives.

Georgina Bayly at the SCCA Marketing Awards 2024

Local Impact
The Colours of Culture campaign not only celebrated NAIDOC Week but also strengthened ties within the community by supporting local artists and Indigenous groups.

This collaboration is a testament to the role shopping centres can play in promoting cultural awareness and fostering community spirit.

What to look for next
To stay updated on upcoming events and initiatives at Grand Central, visit grandcentralshopping.com.au.

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