10/02/2010
We’ve been appointed by Land Securities-owned White Rose Shopping Centre to handle its creative, consumer PR and digital marketing requirements following a three-way pitch.
The six-figure integrated 12 month campaign proposed for the shopping centre located on the outskirts of Leeds will involve TV, radio and outdoor advertising along with consumer media relations activity, the implementation of a social media strategy and the enhancement of the White Rose website.
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 presented which they showed could be integrated and communicated across traditional, social and digital media platforms.
“We undertook a significant research project last year that used consumer-based market segmentation to provide us with a great degree of insight. Our brief was to create a versatile, fresh and engaging campaign that would connect with consumers and fuse8 presented us with a compelling and, ultimately, winning proposition.’
The 680,000 sq ft centre has more than 100 stores including Marks & Spencer, Primark, Topshop and Debenhams.
Andy Hutchinson, director at fuse8, commented: “We are very pleased to have been appointed and are looking forward to providing White Rose with an insight-based integrated campaign that will ensure clarity and consistency of communication across all channels.
“We have worked hard to create a campaign that will both deliver Land Securities’ business objectives for the Centre whilst simultaneously building equity in the White Rose brand.”