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This is a bit of a cheeky one, but it definitely fulfils some important objectives.
Cardiff is a vibrant 24 hour capital city that has attracted some extensive investment over the last 15 years which has seen new developments pop up to create a rich and varied retail and leisure offer. Indeed, Cardiff will host the UK's largest shopping centre opening this year as St David's launches on 22nd October bringing with it a wealth of new retail and Wales' first John Lewis.
That's where we come in. St David's will clearly become a major attraction and could adversely affect other retail destinations in the city as retailers consider relocating to the new scheme and pedestrian foot flows alter.
Our client, Queens Arcade, is a recently rejuvenated shopping centre nestled between the new St David's development and the current centre of retail activity in Cardiff, Queen Street. We were tasked with providing a B2B marketing strategy that raised the profile of Queens Arcade to existing and potential new retailers amidst increased interest and bright lights of St David's.
Logistically, Queens Arcade represents the most direct route from the new John Lewis department store to Queen Street. Market research commissioned by FrogBox Marketing and undertaken by The Javelin Group and Atkins Intelligent Space suggested that Queen Street would remain popular and that Queens Arcade could expect a net increase in footfall of between 20 & 30% due to its location. Queens Arcade also represents a smaller rent and rates liability for retailers making it a very attractive proposition indeed.
Full page advertisements were placed in Retail Week, Estates Gazette and Shopping Centre directly targeting retailers and their agents. In addition, new sales collateral was developed for the Queens Arcade leasing team and a 2000 strong retail database was created for an email marketing campaign.
The press advertisements were designed to reinforce the fact that Queens Arcade's location was strategically important in the local retail hierarchy and the email strategy rode on the back of a series of retailer open days that St David's organised - inviting attendees to seek out Queens Arcade whilst on location.
Indeed, this piggy backing tactic has also worked well with the PR strategy too. Local and regional press as well as national trade press are of course going to report on St David's. Our job was to ensure that relevant journalists had regular up to date information about Queens Arcade in order for them to attach it to their planned articles.
The good news is that anecdotal evidence suggests that St David's are taking out tactics in good jest. Well, we are neighbours after all.