ICON Outlet at The O2

A star performance second to none

Introducing the new ICON in town

The Challenge

Revising the strategy

Following the initial launch of ICON Outlet, the new retail scheme at The O2, BWP was brought in to revise marketing strategy, develop impactful creative and oversee the delivery of a full-service 12-month marketing campaign.

The Solution

Creating a brand story

We got under the skin of exactly who the scheme would – and should – appeal to and set about building a compelling brand story, which centred on communicating to a London audience exactly what an outlet actually is and the brands on offer.

The Impact

A buoyant 2019

As well as retail campaign strategy, the agency oversees ATL media planning and buying, digital strategy to include social, PPC, SEO, web, eCRM and on-site signage. With a seat at the board table along joint owners AEG and Crosstree Real Estate Partners, the agency has helped the scheme enjoy a buoyant 2019.

Increase in brand awareness since March 2019
Increase in footfall since March 2019
Increase in sales since Feb 2019
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