A1 Retail chats to Niamh Crowley, marketing manager for Eden Shopping Centre!

Eden Shopping Centre has launched its new ‘Discover Eden’ campaign, created by marketing agency Turn Key. A1 Retail caught up with Niamh Crowley to find out about the motivation behind the campaign and what she hopes it will achieve.

Why did Eden feel it was time for a new direction in its marketing?

The shopping centre opened in 2008, going from strength to strength and attracting an affluent demographic, so we needed a new campaign which would reflect and enhance our premium offer and would appeal to our shopper profile. The campaign needed to highlight our full retail, food and leisure offer more effectively and needed to have the flexibility to work across all media executions including digital, press and direct mail as well as in-centre collateral.

The surrounding area to High Wycombe is hugely competitive, with a number of established retail centres and towns which are shopping destinations in their own right. With this competition in mind, we needed a new look and strategy that would make a big impact and set us above the rest. The campaign had to be striking, creative and memorable whilst also being clear and informative.

 

What process did Eden go through in deciding that Turn Key’s approach was the most suitable?

The process that led to choosing Turn Key was a lengthy one which involved five agencies pitching to us. Turn Key blew us away with its experience, expertise and creative. Its ‘Discover Your Eden’ campaign stood out as exciting, unique, and sophisticated, exceeding our expectations.

What the agency has created for us is an inspiring compelling campaign which will entice new customers to visit Eden whilst maintaining the loyalty of existing shoppers. The campaign will be communicated through a mix of advertising, direct marketing and digital; including A1 posters, national newspaper inserts, press advertising, direct marketing and event concepts which include a fashion show and food festival.

The agency has just created our first YouTube advert for an upcoming event – our first use of this social media outlet – the click through rates have been exceptionally high with positive feedback from retailers and customers who have seen it.

 

What benefits is the campaign expected to bring?

Discover Eden is about attracting new visitors, encouraging infrequent users to rediscover the full breadth and quality we have to offer, setting us apart from our competitors and continuing to make Eden a desirable location for top retailers.

 

 

 

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