Bluewater Shopping Centre, Summer Campaign
CASE
Study
Role: Senior Account Executive/ Junior Producer
Agency: Out of the Blue Communications, UK
Services:
Concept Development | Copywriting | Design & Artwork | Collateral | Stakeholder Management | Custom Build - Design & Production | Supplier Management | Talent Booking & Management | Staff Management | Bump in/ out | Content Production | Live Event Management
To help raise Bluewater’s profile and position it as a fashion destination, a series of beautiful beach huts popped uparound the centre over the May Day Bank Holiday weekend.
Style icons Alisha Dixon, Peaches Geldof and Jasmine Guinness each took on the task of curating a beach hut inspired by a key summer trend. The huts were positioned inside the centre and visitors could go inside to discover products from key retailers around the centre.
Outside the centre were 3 huts on roundabouts were designed by flagship stores; M&S, Debenhams and House of Fraser.
29K summer style guides were distributed by promotional staff, hosting a variety of discounts and special offers that drove footfall and sales in to stores.
Sales saw a 10% uplift against a target of 4.7% over the activation period and campaign content was used across ATL and PR.
