Target launches new brand campaign, 'That's Target' with Chadstone activation

When iconic Australian retailer Target wanted to celebrate their new customer facing brand platform ‘That’s Target’ they knew the best place to connect with customers was Australia’s largest retail shopping centre, Chadstone the Fashion Capital.

‘That’s Target’ is all about providing customers affordable and quality pieces that are as good for them as they are for the environment. Target’s mission for their activation was to engage customers with the Target they know and love whilst also being able to touch and feel the latest products that show their new style direction.

Brittany Simpson, Public Relations Manager at Target Australia, said the decision to activate at Chadstone was an easy one, with the centre providing the ‘perfect space’ for the That’s Target brand celebration activation. “Activating at the entrance to our store allowed us to create an immersive, curated brand experience for customers, whilst also pivoting back to our store environment to shop and explore our extended product range. In addition, Chadstone has such an elevated style setting and shopping experience for a vast demographic of customers, so it felt right to tell the story of Target’s style and quality there” said Brittany.

Target's 'That's Target' Activation and Digital Media on Chadstone's 80sqm Megascreen.Credit: Vicinity Centres

During the activation customers were able to touch and feel the latest pieces and it wasn’t long before social media was abuzz with many Melbourne media personalities and influencers in attendance.

Target partnered with Vicinity Media’s Brand Activation team lead by Laryssa Johnston and the result was outstanding. The circular shaped activation was perfectly designed and styled to showcase the brands new and modern feel with customers able to walk through the activation into different sections that reflected Target's diverse product offering and brand proposition.  

Target’s focus on community, sustainability and affordably was evident throughout the activation with Brittany noting the activation style of promotion "allowed us to showcase a number of brand moments to customers at the same time in an engaging and interactive environment, which was so valuable to us”.

On working with Vicinity Media, Brittany and the Target team couldn’t be happier with the process and the outcome. "Working with the Chadstone team was a dream. Laryssa, Natasha and Stephanie from Vicinity Centres were there with us every step of the way and allowed us to explore all of our creative ideas without hesitation. They were very open to everything we were trying to bring to life for our customers and helped us to ensure the process was as smooth as possible for everyone involved."

For more information on brand activations, reach out to us at