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King Sturge has appointed FrogBox Marketing to deliver a consumer communications strategy that will strengthen the Queens Arcade brand amidst St David's Launch.
The retail face of Cardiff is evolving. In October Land Securities will open their St David's development that promises to be the UK's biggest shopping centre launch of the year. Whilst it is universally accepted that this launch will benefit Queens Arcade in terms of Footfall (perhaps up to 20-25% increase), it has never been more important to establish a communications strategy that reinforces the scheme's brand values.
Research undertaken by the Javelin Group and Atkins Intelligent Space indicates that Cardiff and Queens Arcade will continue to attract a reasonable young audience (18-35) and therefore we have developed a digital media and PR strategy that incorporates social networking, sales promotion and the wealth of leisure offers throughout the city.
By creating co-promotional partnerships with venues and promoters we anticipate being able to deliver sales promotion opportunities to the 14million shoppers that pass through the scheme via BluTooth broadcasting and to new customers through advertising, social networking, PR and a wider digital media strategy.
By successfully implementing this campaign we believe that we can increase footfall and basket spend from our core target market.
Watch this space!