Making Telford extra special
Helping to change shopping habits
There's no doubt about it, everyone likes a good dose of retail therapy. But getting people to think of their local shopping centre as the place for all their needs and wants can be quite an order.
That was just one of the issues facing Telford Shopping Centre when we were appointed their lead creative agency in 2005.
Along with rebranding and repositioning the centre, our brief was simple - to get more shoppers, more often, to stay around longer (something that would go against the national average).
When research highlighted that many of Telford's customers used the centre for convenience products, we knew we'd have to reintroduce them to its full incredible offering.
Our proposition, 'everyday, extra, special' drew on a range of items available: from the everyday, to that little extra, to the really special. And because we had the complete through-the-line account, we were able to apply it from TV, magazines and emarketing through to PR and effective in-centre promotions.
And the impact?
Footfall increased by 4.7% against the same period the previous year (bucking the national trend), while car park revenue rose thanks to increased footfall and dwell time.
Even our TV struck a chord with shoppers, with our Christmas 2005 ad attracting more consumer/retailer feedback than any other campaign they had previously run.