Churchill Square Shopping Centre: Destination marketing in Brighton - IPA Effectiveness Awards Case Study 2007

Brief Description: This paper provides an insight into the power of brand marketing to lift a regional shopping centre in Brighton, Churchill Square, from a steady decline in footfall to become a destination of choice for millions of shoppers on the South Coast. Independent research studies revealed that Churchill Square was losing market share in the outer-catchment zone and in female visitors who are regular visitors and purchasers of fashion brands. In light of this research, and with limited resources, Tomlin Bean Associates developed a campaign theme focussing on the fashion offering at the centre, using the strapline 'There's no wear like Churchill Square'. The 12-month campaign reversed a three-year decline in visitor numbers and increased shopper/visitors by 6.1% at a time when the national average number of shopper/visitors fell by 4.9% ;---(TAGS)--- Full Title: Churchill Square - destination marketing in Brighton - how brand advertising produced incremental footfall and sales for a regional shopping centre ; Number: 2007/46 ; Brand Name: Churchill Square Shopping Centre ; Client: Standard Life Investments ; IPA_ProductCoding: Retail (Shopping centres) ; Agency: Tomlin Bean Associates ; Author: Nick Tomlin, Geoffrey Bean, Shan Fisher, Fiona Whitehead, Genna Trentham ;