Broadway Plaza is a mixed leisure, retail and residential scheme in central Birmingham, which has recently undergone a huge redevelopment including the newly refurbished cinema, ODEON Luxe.
Market research carried out by the Velocity Worldwide team three months after the redevelopment was completed determined that a significant percentage of Broadway Plaza’s target audience was not aware of the improved leisure and food offering now available at the scheme. The challenge for the Velocity agency team, who were appointed by Savills to design the scheme’s marketing strategy was to reach the widest audience possible with the new brand message on a very limited budget.
Velocity’s campaign response was called ‘Save a Seat for Mum’ – a Mother’s Day campaign designed to appeal to many different shopper profiles living and working within Broadway Plaza’s target catchment. The campaign was built around a unique competition with the chance to win having your mum’s name engraved on a theatre seat within one of the UK's largest and renowned touring theatres: Birmingham Hippodrome Theatre. The chance to win this money can’t buy prize involved registering online or in-centre via a landing page created in Velocity’s data, personalisation and insights platform, Darius®. Entrants were encouraged to provide demographic and qualitative information as part of the entry process – providing valuable data that would enable the marketing team to re-target all entrants with personalised offers and content to encourage repeat visits and spend at the scheme.
Partnering with a well-established heritage local organisation allowed us to penetrate a much broader catchment than would otherwise have been possible on the available budget and allowed us to build trust with the consumers much quicker – resulting in the promotion delivering more shopper data than would otherwise have been possible without this partnership.
• Tenant sales increased 22% year-on-year
• Centre footfall increased by 42% year-on-year over the promotional period
• The centre’s shopper database grew 45% during the campaign period.
• Facebook reach increased by 46% year-on-year.
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