An eye-catching and engaging spring campaign to drive footfall during a key retail period

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Background 

Award-winning, Glasgow-based shopping centre Princes Square needed an eye-catching and engaging spring campaign to drive footfall during the key spring retail period. As part of our ongoing marketing delivery for the scheme, BWP was briefed to provide a fresh, seasonal creative. 

In addition to driving footfall, the primary campaign objective was to drive awareness of the scheme’s newly extended leisure offering: the recent opening of Scotland’s first Everyman cinema and new gin bar, Jax, where customers can create their own gin.

Our in-house design team developed a beautiful and stylish spring campaign that cleverly merged the destination with the season and welcome message, accompanied by stylised spring illustrations and fashion-focused imagery. The two creative executions were rolled out across an extensive media plan to reach and appeal to Princes Square’s key target audience.

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Simon Wilks, our Creative Lead commented:

 

“The 2019 spring creative for Princes Square was designed to complement the elegance and opulence of Glasgow’s oldest, and most unique shopping centre. Our strong strategic positioning and retail expertise delivered a stunning campaign worthy of this beautiful and energetic retail environment.”