Our specialist Destination marketing team will help raise your property's profile and take it from being "just a shopping centre", "just an office block" or "just nothing" to being a destination in its own right and being somewhere people want to be.
Our scope of work incorporates the full marketing mix from brand development and communications strategies to producing live events for thousands of people, online marketing, social media management, producing magazines and newsletters, signage and wayfinding, occupier engagement and communications, PR and even attempting the odd world record or two!
We use destination marketing strategies to look at how your property or scheme can stand out from the crowd and what differentiators are needed to add real value to it.
You may hear the terms asset marketing, portfolio marketing, leisure marketing – it all boils down to the same thing, and ultimately when done effectively will ensure your property or scheme is known for all the right reasons and by all the right people.
We work with existing GVA managed sites as well as new schemes. Our current and previous clients include:
Brindleyplace is an award winning business and leisure destination in Birmingham city centre, used by 10k office workers during the day and by leisure visitors during the holidays, evenings and weekends, where the National SEALife Centre, live music, theatre performances, art gallery tours and a diverse coffee, bar, café and restaurant scene entice people of all ages to visit. Our team are responsible for building the brand, maintaining the profile of the development in the city, developing annual campaigns to attract businesses, visitors and brands, managing social media and a database of 30k loyalty card holders for the estate, managing four major events including a Film Festival (100k visitors in 2016) and a chocolate festival as well as live music, entertainment and revenue generating activity throughout the year.
Click here to view the Brindleyplace website.
The Meadows shopping centre, Chelmsford
The Meadows is an established shopping centre located in Chelmsford, Essex. Our Destination Marketing team developed a new marketing strategy that included a strategic marketing campaign to ensure that the centre remains competitive alongside a brand new John Lewis anchored shopping centre just a short walk away. Our work includes management of digital & social, branding, advertising campaigns and events that drive consistent footfall and dwell time at the centre to replace a more peak/trough approach delivered by the previous plan. Our strategic marketing campaign in 2016 has been shortlisted for a prestigious Revo Purple Apple Award.
A retail park portfolio
Our client acquired three major retail parks located across the UK – in Derby, Dundee and Gateshead – in 2016. We undertook a due diligence audit of the park marketing assets, reach and activity and established that each park had very little presence and visibility in the local marketplace. We presented a proposal to the client to enhance the customer experience, to drive footfall and profile of the parks and to ultimately create additional demand for occupier space by developing recognisable identities for each park, creating websites for each that provided a platform for content from retailers and a way to engage local shoppers, implementing social media profiles and digital advertising campaigns and introducing pop up activity and events on the parks to create additional reasons to visit and return.
Confidential projects/one offs
We conduct research and small pieces of work for smaller sites or organisations such as BIDs who do not require our services full time.
Destination marketing services
Our Destination Marketing service creates added value for our client’s properties and schemes, in addition to that considered and driven by our property management and facilities management specialists.
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