Objective / Issue

The launch campaign message worked purely on a fashion level delivered almost entirely through TV but, as with any destination, there was the practical need for tactical , call to action messaging, particularly for those who did not necessarily see fashion as their prime need

Think

Maintain the 'style' and tone of the launch, but introduce a branding device that could work across a range of tactical message

Create

A simply executed design and creative look to work across a range of relevant communications

Deliver

All communications from mall guides, local press and radio to launching the second phase development of Bullring Link and the first birthday celebrations -

MOVINGMILLIONS

Bullring maintained its awareness amongst its core catchment and began to make inroads to the outer catchments, encouraging more frequent visits