27/05/2010
We have launched the first wave of a 12-month long multi-channel marketing campaign for Land Securities-owned White Rose Shopping Centre in Leeds. The campaign, under the positioning of ‘I am White Rose’ focuses on ‘accessible fashion’ and sees activity run outdoor, on radio, across social media and via a new, monthly online ‘style magazine’. (www.iamwhiterose.co.uk)
White Rose Shopping Centre is 680,000 sq ft and has more than 100 stores including Marks & Spencer, Primark, Topshop and Zara. The new campaign focuses on female fashion and style outlets as a trigger to drive centre visits.
Paul Smith, White Rose’s marketing manager, said: “fuse8 impressed us with their experience in the retail arena and the strength of the core creative thought which they showed could be integrated and communicated across traditional, social and digital media platforms. We undertook a significant research project last year and our brief was to create a versatile, fresh and engaging campaign that would connect with consumers and fuse8 presented us with a compelling proposition. We are incredibly pleased with the creative quality of the spring/summer that fuse8 have delivered.”
Website |
Seasonal website |
Outdoor advertising |
Bus stop advertising |
Direct mail campaign |
Direct mail campaign |
Twitter campaign |
Facebook campaign |
fuse8 Managing Director said: “We have worked hard to create a campaign that will both deliver Land Securities’ business objectives for the Centre whilst building equity in the White Rose brand. The creative insight and executions, alongside the multi-channel planning has already proved fantastically successful and we look forward to working with Paul and his team over the coming year to build on this initial burst.”