Princes Square

Reigniting shopper engagement

Building on heritage

The Challenge

Driving brand affinity and engagement

The beautiful Princes Square shopping centre was looking to increase footfall and drive sales. BWP was tasked to help leverage the much-loved centre’s 30th anniversary as a route to driving brand affinity and engagement and securing future loyalty.

The Solution

Re-emphasised the unique proposition

The agency developed a fully-integrated campaign, which re-emphasised the centre’s unique proposition. Central to the campaign was a programme of on-site experiential activations that celebrated ‘30 years of style’ and provided multiple ways to engage. The centre’s new loyalty app was also promoted across a full media mix.

The Impact

Reconnected customers

Customers reconnected with the brand and discovered what was new at Princes Square.

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