Greenwich Shopping Park is a retail park situated outside central London, serving the Borough of Greenwich and a large number of heavily populated surrounding suburbs in the South East. The Park has 12 large retail brands on site including Outfit, Next, Boots, HMV and New Look.
Equinox was commissioned to create a coherent marketing and PR strategy to help raise the profile of the Park and position it as a desirable shopping destination increase visitor numbers and boosting revenue for its tenants.
Highlighting the key benefits of shopping on site and helping to generate greater brand awareness among the local communities formed the basis of the planned communications strategy.
To kick-start the campaign it was essential to establish a brand and create a logo that would be used across all promotional materials.
Equinox designed the first Greenwich Shopping Park website followed by the production of the Park’s first Tenant, distributed to more than 30,000 households in the area.
With six fashion retailers on site, Equinox focused its PR activity on promoting the fashion aspect, drafting fashion features and securing a regular fashion column in the local newspaper.
To support the opening of New Look at the Park, Equinox worked in partnership with the tenant’s head office to create a store opening marketing and PR campaign.
‘Your New Look’ competition involved young people designing and drawing their perfect ‘new look’ for spring. Social media, digital marketing and the Park’s website were all used as marketing tools to promote the competition.
The Greenwich Shopping Park brand has been established as a stronger player in the retail market in South East London, strengthening its footing alongside competitors including the flagship development of Bluewater.
The PR campaign has delivered positive and sustained media coverage for the Park and has improved community links with the Council, schools and colleges and customers also.
The marketing and digital campaign has grown from strength to strength, and now includes a series of HTML mailers directed to existing website users, which has helped increase brand loyalty and attract new registered users to the site.