- The Task

After three years of development, St David’s was Europe’s biggest retail development to open its doors in 2009. The client (Land Securities and Capital Shopping Centres) challenged us to change customer perceptions of St David’s from a functional and reliable shopping centre, to The Fashion Destination for Wales through a Pre-launch, Opening and Christmas campaign.

- The Solution

A three phase campaign educated existing shoppers about the new centre, heralded the Arrival of Fashion in Cardiff and promoted Christmas shopping. The client’s research identified three key target groups that typically indicated a younger 18-35 audience. We planned a targeted multi-platform campaign using media proven to resonate with these audience segments in a cost-effective way.

- The Results

1.4 million visitors were recorded in the first week of opening. Over the 10 weeks to the end of the year footfall was over 11 million with a demonstrated shift to a younger customer profile when compared to the previous year’s figures for the existing centre.

Post-campaign research showed advertising awareness of 46% against an average of 27% for comparable centres. The St David’s Launch campaign has subsequently won prestigious awards including The Purple Apple Marketing Award from The British Council of Shopping Centres (BCSC) for their overall integrated campaign.

- The Media

Outdoor Large Format, Street Talk, Clean Graffiti, Online, Radio Airtime, Radio Sponsorship, Rail, Taxi, Regional Press, Lifestyle Magazines.