The client is a leading group of shopping centres, with a mix of city centre, suburban and outlet retail destinations.
The fast changing retail environment, where ecommerce is growing rapidly and store turnover is reducing, the client briefed us on creating and delivering a strategy to increase footfall to their shopping centre destinations.
We created a full media, digital and communications approach that positioned the client as an ‘experience destination’, to complement the range of activities available – such as events, food and drink – as well as retail shopping.
We analysed their audience data and identified that 80%+ of visitors lived within a 50 mile radius of the destinations. We then created a geo-targeted multi-channel media and digital marketing strategy to engage relevant audiences within those specific geo areas.
Through activating a connected media and digital plan we delivered exponential growth in their footfall, raising brand awareness of the destinations and delivering an average 22% YoY improvement in shopping centre visits during a sustained campaign period.