White Rose Centre Spring/Summer campaign

Challenge

After significant research, Land Securities (owners of The White Rose Centre) commissioned fuse8 after a 4-way pitch to devise an integrated, multi-channel campaign that fulfilled the centres brand ambitions of being seen as a fashion destination and not simply another shopping centre. The campaign needed to connect with 3 different key consumer groups to drive increased centre footfall and dwell time.

Solution

fuse8 devised a truly integrated campaign that drew on many of the agencies service areas from consumer PR, online and social media, creative advertising, design and copywriting. The campaign theme; ‘I am White Rose’ put female shoppers and their style aspirations at the heart of the creative concept, with photography commissioned from renowned fashion photographer Mark Westerby. The campaign also saw the launch of a new, monthly, online style magazine that provided style tips, insight and attitude according to White Rose.

Results

Research after the Spring/Summer burst showed the campaign was instantly cutting through in the key target areas of ‘Aspiration Spenders’ and ‘Complex Cosmopolitans’. Paul Smith, White Rose’s marketing manager, explained: "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.”