GPT Group Launches Festive Holiday Campaign

The national shopping centre operator debuts a new campaign highlighting the relatable chaos of the holiday season.

Updated on Oct. 29, 2026 in Advertising

An oversized gift-wrapped box with a red ribbon sits alone on a polished stone floor in a sunlit architectural atrium. — The GPT Group has launched its new 'For the Love of Christmas' advertising campaign, focusing on the relatable chaos of the festive season across its Australian shopping centres. AI Illustration. Upload story photo >

Live Poll

Do you prefer holiday advertisements that feature realistic messy situations over polished, picture-perfect celebrations?

The GPT Group has launched a new national advertising campaign titled For the Love of Christmas. The initiative aims to support customers navigating the holiday shopping season by embracing the reality of festive mishaps.

Why it matters

By shifting focus from a picture-perfect holiday to realistic festive chaos, the campaign seeks to foster a stronger connection with shoppers. This approach is intended to provide a distinct, authentic voice for the company across its diverse portfolio.

The GPT Group operates a national portfolio of 16 shopping centres throughout Australia. The broader advertising network supporting the industry includes 30,000 experts.

The players

The GPT Group

This is a major property group that operates a national portfolio of retail shopping centres across Australia.

Fabric

This is a creative agency responsible for the development and execution of the For the Love of Christmas advertising campaign.

Charlie Grant

He is the director who oversaw the production of the new holiday campaign skits.

The details

Created by the agency Fabric and directed by Charlie Grant, the campaign features a series of short skits that depict common holiday frustrations such as culinary disasters and forgotten presents. The platform is designed to be scalable, ensuring a consistent brand voice across all locations.

The campaign will roll out across all shopping centres during the 2026 holiday season.

Market Landscape

The GPT Group campaign follows a pattern set by industry leaders who are increasingly prioritising relatable, human-centric holiday storytelling over traditional aspirational advertising. This shift positions the company to compete more effectively for consumer attention by offering a more grounded brand experience.

Shoppers can expect to see the new campaign themes reflected in marketing and displays across their local GPT shopping centre throughout the festive period. These efforts aim to make the holiday shopping experience feel more personal and less pressured for regular customers.

The takeaway

Embracing small holiday imperfections can help brands build more genuine relationships with their customers during busy periods. Consumers may find it helpful to focus on shared experiences rather than perfect outcomes to reduce personal stress during the holiday rush.