Objective / Issue

From 1997 to 2007 we helped Bluewater to increase visitor numbers, increase dwell-time and increase average customer spend

Position Bluewater, 40 miles from London, located in a disused chalk quarry, to a high end aspirational shopping audience, more used to shopping London’s West End

Think

Maintain the integrity of mystery and excitement at what might be found at Bluewater through leveraging the ‘retail and leisure destination’ message rather than by promoting it as just another shopping centre

Increase visitor numbers by encouraging visitors to come to Bluewater out of peak shopping hours as well as identifying relevant ways to entice tourists to significantly broaden the catchment

Create

A seamless range of marketing communications adhering to the core of the Bluewater vision and their 'Guest ' philosophy. Throughout all communications we firmly positioned Bluewater as a destination in its own right, not simply another shopping centre

Deliver

A strong and successful long term partnership based on an in depth understanding of the unique Bluewater environment. In addition we brought many brand partners together, delivering greater marketing benefits from their combined spend

MOVINGMILLIONS

27 million Guest arrivals in the first year of trading and figures of 27-30 million each year since and growing Guest spend and dwell time over the tenure of our relationship. Our work helped Bluewater achieve its position as the most innovative retail and leisure destination in Europe