With the final stage opening of Te Awa shopping centre in Hamilton, they needed an even bigger campaign than last time.

A versatile concept was needed to be able incorporate the celebrity cooking shows as separate advertising elements, but staying within the same ‘framework’.

The Shopster is a style and shopping blog for The Base and Te Awa shopping centre in Hamilton – the first of its kind for a shopping centre in New Zealand.

As well as designing and developing the site (and coming up with the name), I’m also the editor, doing most of the research and writing for the blog.

Visit the website

In April 2011, Hamilton’s The Base became the biggest shopping centre in NZ with the opening of the third stage of the Te Awa development.

That’s pretty big. Huge, even. Dare I say ‘gargantuan’? So, they needed a campaign to make a giant impact…

Once upon a time in a shopping centre in Hamilton…