BWP Group and Capital Shopping Centres launch ‘Little Black Dress’

Due to the outstanding success of the retail campaign Jean Genie, integrated public relations and marketing agency BWP Group has teamed up with Capital Shopping Centres and high street favourite, Reveal magazine for its latest campaign ‘Little Black Dress’ which will take place across 10 centres within the CSC portfolio. The partnership with Reveal includes a double page spread in the weekly fashion section to kick start the campaign, followed by weekly support in its fashionista pages to promote Little Black Dress  to a nationwide audience and increase the profile of the activity.


The Little Black Dress event aims to provide shoppers with the chance to find the perfect little black dress by signing up for a free 30 minute styling session in centre, using a choice of high street fashion retailers. Each pod will be branded with the centre, Little Black Dress and Reveal magazine logo, plus pop up banners, posters, EDM’s and a unique LBD booklet will attract further attention. Promotional activity takes place during the campaign to encourage potential shoppers to book styling sessions online.


Chapelfield Shopping Centre in Norwich and Lakeside Shopping Centre in Thurrock have already successfully completed the ‘Little Black Dress’ campaign onsite, but it will continue to roll out across The Chimes Uxbridge, Braehead Shopping Centre Glasgow, Eldon Square Newcastle, The Glades Bromley, The Potteries Stoke-on-Trent, Victoria Centre Nottingham and ends at the Metro Centre Gateshead at the end of November.


Louise Oakley, Account Director at Primal PR, part of the BWP Group commented, “After the great response received from the Jean Genie campaign earlier this year, we are delighted to be working alongside Capital Shopping Centres again for another fantastic, retail lead national event. Little Black Dress aims to recreate the same excitement, value and enjoyment that shoppers experienced with Jean Genie, but with the added national promotion from leading weekly publication Reveal to ensure record breaking sales for the centres.”



Richard Bailey, Central Marketing Manager at Capital Shopping Centres said, “We are thrilled to be working on another nationwide style campaign just in time for the busy Christmas party period. Little Black Dress offers shoppers a stylish, personal and professional service, by trained experts who will guide them to the stores that suit their style. Along with handy tips and advice on finding the right dress, offers and discounts will also be available throughout the centres with participating retailers.”


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