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Campaigns and Advertising

‘Let Loose’ Campaign

Since 2005 the Queen Street Mall has been positioned as the place to Let Loose. The campaign, which launched with the stunning ‘Diamond Bracelets’ television commercial, has included an extensive brand and direct marketing program, successfully established the mall’s credentials as an indulgent shopping destination. Recent creative executions have extended the Let Loose positioning beyond just the high-end retail experience. Tactical executions have explored what it means to Let Loose and delivered headlines such as Let Loose … with little luxuries and Let Loose … keep up with the latest.

The Queen Street Mall marketing program includes a wide range of exciting and innovative initiatives, including:

  • Sponsorship of the Mercedes-Benz Fashion Festival Brisbane - 2006, 2007 and 2008
  • Production of a Let Loose direct mail piece in 2007 distributed to over 55,000 residents and awarded a Highly Commended Certificate at the Australian Catalogue Awards
  • Cooperative promotions in leading women’s magazine InStyle in 2007 and 2008
  • Launch of the first Queen Street Mall website in 2007 and again in 2008
  • Implementation of an extensive outdoor billboard campaign designed to promote our online presence
  • 6-month advertising and editorial campaigns in The Sunday Mail and mX newspapers

Queen Street Mall ‘Live’

We coordinate a blockbuster entertainment program every year that aims to increase overall appeal and desirability of the Queen Street Mall. This year we organised more than 500 crowd-pleasing shows. Highlights included the Qantas Wallabies and Socceroos appearances, Olympic Welcome Home Parade and performances from Kate Ceberano, André Rieu and Vanessa Amorosi.

In addition, we have implemented a number of Queen Street Mall ‘Live’ initiatives – QSM Music, QSM Kids, QSM Retail and QSM Community.

QSM Music – This program aims to provide a platform for the showcase of Brisbane’s emerging music talent on stage and in informal installations throughout the Queen Street Mall and Reddacliff Place.

QSM Kids – Provides children with non-stop entertainment throughout school holidays and Christmas.

QSM Retail – Events held in conjunction with retailers and centres on the mall, as well as seasonal fashion installations that support local, national and international designers.

QSM Community – These events showcase charities, special promotions and community celebrations around major events and holiday periods.

Click here to view our events calendar.