Priceline Pharmacy Adelaide City is a 340m2 large format Priceline store that is reinvigorating health and beauty in Rundle Mall, with 18 staff and a state of the art robotics system to assist with medication inventory management and to better serve the community within the heart of Adelaide Central Plaza.

We were approached to coordinate and promote their Grand Opening event. The brief: a bold, proudly pink event that declared loudly to Adelaide that a new home of health and beauty had arrived. We took this brief and sought to overdeliver, offering strategy that extended this singular event into a week-long activation.

With full support of our client, we co-ordinated a cross-platform marketing and publicity campaign around the ‘Festival of Priceline’ – a week long activation in Rundle Mall, including Australia’s largest beauty box, free makeovers, massages and hairstyling (in partnership with The French Beauty Academy and Jamila Haircare), giveaways involving key brand partnerships, and an invitational VIP ribbon cutting/opening event for key business partners, media and influencers.

Marketing strategy included partnership with SAFM radio to coordinate Bec and Soda’s Beauty Grab, alongside paid advertising, and leveraging existing relationships around key sponsorship deals. We also partnered with local influencers to maximise event exposure and arrange PR product boxes and placement.