Sydney’s Queen Victoria Building (QVB) has begun a rebranding campaign.

The campaign follows the building’s recent $48 million refurbishment. PDC Creative said the campaign sought to encapsulate the building’s renaissance, having been given a brief to reposition QVB as a contemporary, premium and iconic brand. Matthew Poiner, managing director PDC Creative, explained:

“Our overriding proposition was to position the QVB as a celebration of people, culture and style in the heart of Sydney. Our key objective was to demonstrate that QVB is a truly unique shopping experience; a historic Sydney icon of notable architectural significance as well as a cultural centre belonging to the people of Sydney.”

The campaign is built on the concept and tagline, ‘The Magic Lives On’. To begin the campaign, Sydney’s streets have been lined with ‘City of Sydney’ flags, lighting, in-centre OOH and print advertising.

“The campaign concept ‘The Magic Lives On’ really captures both the long history and heritage of the QVB and the current contemporary shopping experience that is so unique in Sydney. The team at PDC Creative have taken us on a tremendous journey and we are delighted to see the results taking shape across the city as the campaign rolls out across advertising and in centre,” said QVB’s marketing manager, Emma Cook.