Bluewater: Thinking big, thinking brand - IPA Effectiveness Awards Case Study 2000

Brief Description: Bluewater was launched as Britains largest shopping centre. The sales target was revised 6 months before launch to achieve ?661 million in the first year (original target was in 3 years). The ad campaign did not focus on size but on the special experience that Bluewater can offer. Media included TV, posters and advertorials in upmarket womens; magazines, PR and direct marketing. The results achieved included a very successful opening, taking £10 million in the first week. This achieved within 1% of revised 1-year target ;---(TAGS)--- Full Title: Bluewater - thinking big, thinking brand. How brand advertising worked for a new retail destination ; Number: 2000/24 ; Brand Name: Bluewater Shopping Centre ; Client: Lend Lease ; IPA_ProductCoding: Property (Retail property) ; Retail (Shopping centres) ; Agency: Banks Hoggins O'Shea FCB ; Author: Steve Hastings ;