Lakeside wanted to transform itself into a must-visit destination. In 2025, we set out to make it impossible to ignore.
By combining standout branding, experiences, influencer storytelling, integrated campaigns and more – we put Lakeside back on the map with highly engaged audiences and measurable growth in both footfall and sales. Here’s how we made it happen…
Lakeside wanted to strengthen its position as a leading destination in the region while delivering clear commercial results for retailers and increasing NOI for owners.
The focus was on increasing footfall and spend, raising awareness of new brands and dining experiences, and creating standout moments that would bring people into the centre and keep them there longer.
Lakeside wanted to strengthen its position as a leading destination in the region while delivering clear commercial results for retailers and increasing NOI for owners.
The focus was on increasing footfall and spend, raising awareness of new brands and dining experiences, and creating standout moments that would bring people into the centre and keep them there longer.
We delivered a year-round integrated marketing programme combining PR, social media, influencer partnerships, paid media and a loyalty scheme.
Seasonal campaigns played a key role, bringing Lakeside’s offer to life across the year from fashion-led spring activity and the Lakeside Fashion Show, to experiential moments like the floating “Lake-cation” wellness retreat. These activations helped create reasons to visit beyond shopping.
Alongside this, PR and influencer activity amplified new store openings and dining launches, generating coverage and authentic content that extended campaign reach across digital channels. The launch of the new loyalty programme, The List, kept visitors informed about upcoming events while enabling ongoing retargeting through email.
The programme delivered strong results across awareness, engagement and commercial performance, helping position Lakeside as more than a shopping centre. From the Lake-cation summer activation, which turned the lake into a floating wellness retreat, to the Spring Fashion Show, which drove standout engagement and clicks, each campaign created new reasons to visit. The launch of The List loyalty programme rapidly grew the customer database, while a new website gave both visitors and retailers a central, intuitive hub for exploring stores, events and offers. Together, these initiatives strengthened Lakeside’s marketing ecosystem and reinforced its position as a destination for a full day out – driving footfall, engagement and spend.