Australian property group Mirvac is constantly working to reimagine urban life.

The retail arm of the company boasts a large portfolio of community shopping centres throughout NSW, Queensland, the ACT and Victoria.

Deliverables

  • Copywriting

Taking on the group’s mission, Mirvac Retail looks to reimagine the shopping experience, with each centre offering bespoke environments and experiences that reflect the core values of its community. Seeking to provide lifestyle blog content that genuinely appeals to their customers, Mirvac Retail sought communications and writing support from The Being Group.

We set out to create lifestyle blog articles that spoke to a range of communities across the east coast of Australia.

With communities in and out of lockdown across the country, retail communications were to look a little different than the pre-pandemic world.

Through internal brainstorming, blog article topics were chosen to tie in with certain calendar events such as Easter, Mardi Gras and Valentine’s Day, keeping in mind that the usual community events and shopping centre activations were not possible.

To coincide with the launch of Mirvac’s local community groups, Together + Co, well-researched articles designed to support families of all shapes and sizes touch on topics such as parenting teens in a digital world, adopting a new pet, and staying connected as a family during holidays.

Lifestyle blog content took a less traditional retail standpoint, positioning the shopping centres as valuable resources and members of the community, rather than pushing readers towards particular stores or sales. This allowed for more versatility across Mirvac Retail’s portfolio, with writing taking on a friendly, helpful tone of voice that could appeal to multiple audiences.


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