Lendlease Retail operates across multiple shopping centres, each with its own marketing team managing local promotions and messaging. While this allowed for community-driven marketing, it also led to inconsistencies in branding and messaging across centres. Lendlease Retail needed a solution that would:

• Introduce consistent messaging across all centres while allowing for local customisation.
• Ensure retailers had ready-to-use content aligned with Lendlease’s strategic vision.
• Strengthen Lendlease’s position as a community-driven retail leader through high-quality, engaging content.

With multiple stakeholders, diverse objectives and a need for centralised yet flexible content, Lendlease Retail sought a partner who could bring structure, strategy and scalability to their content marketing efforts.

We developed and executed two tailored strategies designed to grow Lendlease Retail’s digital footprint while providing ongoing content and strategic support. Our approach included:

• SEO-optimised content: We created 30+ high-performing, search-driven articles designed to boost organic traffic, provide valuable content for shoppers, and support customer retention.
• Retailer newsletter series: We streamlined communication with a newsletter series, ensuring retailers stayed informed and engaged with key updates, promotions, and events.
• Strategic alignment: Every piece of content reinforced Lendlease Retail’s core pillars—proudly local, memorable experiences and convenience—to strengthen their brand positioning.
• Monthly strategy sessions: We provided ongoing training, data insights and fresh perspectives to individual centre marketing teams, equipping them with tools to refine their digital marketing strategies.

By combining data-driven content with strategic consultation, we helped Lendlease Retail create a unified yet adaptable content approach that resonated with both retailers and shoppers.

• Consistently higher search rankings: Content Rebels’ SEO-optimised articles outperformed centre-produced content, increasing discoverability and organic traffic.
• Year-on-year organic traffic growth across all five Lendlease Retail centres:
  • Macarthur Square: +28.7%
  • Erina Fair: +40.7%
  • Sunshine Plaza: +32.8%
  • Plumpton Marketplace: +31.5%
  • Tweed City: +29.8%
• 1,928% increase in social media interactions, driving stronger audience engagement and brand presence.
• Monthly strategy sessions became a favourite among local marketing teams, equipping them with actionable insights and innovative ideas.
• Retailers benefited from ready-to-use content, making marketing easier and more effective at the local level.

Through strategic content and ongoing support, Lendlease Retail now has a scalable, search-driven content framework that enhances brand consistency, retailer engagement and customer experience across all their centres.

Great content is more than just words—it’s about strategy, structure and delivering measurable impact. Content Rebels helped Lendlease Retail bring consistency, visibility and engagement to their marketing efforts, ensuring every shopping centre had the tools to connect meaningfully with their audience.