Integrated Marketing - Advertising/Design/Social/Digital/PR

CLIENT: MANCHESTER ARNDALE

SECTOR: RETAIL

The city’s centre for 40 years

Manchester Arndale sits at the heart of one of the UK’s fastest growing economies. Over the last decade of working with the Arndale we have always focused on making sure the Arndale remains at the centre of Manchester’s retail offering. In 2019 we were challenged to deliver an exciting through the line campaign to celebrate the history and heritage of Manchester Arndale whilst also looking to retain and inspire shoppers today.

CLIENT: MANCHESTER ARNDALE

SECTOR: RETAIL

The city’s centre for 40 years

Manchester Arndale sits at the heart of one of the UK’s fastest growing economies. Over the last decade of working with the Arndale we have always focused on making sure the Arndale remains at the centre of Manchester’s retail offering.
In 2019 we were challenged to deliver an exciting through the line campaign to celebrate the history and heritage of Manchester Arndale whilst also looking to retain and inspire shoppers today

A LOT HAS CHANGED IN MANCHESTER OVER THE LAST 40 YEARS, AND MANCUNIANS ARE EXTREMELY PROUD OF THEIR CITY.

The Arndale has changed with the city. With the people. And it keeps changing. For the people. It was always about being for everybody. Everybody, consequently, has an Arndale story. Everybody, of course, is a part of the Arndale story.

Over the last 40 years Manchester Arndale has seen fashions, trends and movements come and go. We’re still here. Still the very heart and soul of Manchester. Not only is Manchester Arndale at the centre of the city it is “The City’s Centre” and we wanted to celebrate this.

Using vintage photography of the city as backdrop. Models in outfits inspired by the different decades showcased 40 years of fashion and celebrated the Arndale’s unique location at the centre of the city. The video was supported by stills photography featuring models in the latest trends. Positioning the centre as current and looking forward to the ‘next chapter’.

 

A LOT HAS CHANGED IN MANCHESTER OVER THE LAST 40 YEARS, AND MANCUNIANS ARE EXTREMELY PROUD OF THEIR CITY.

The Arndale has changed with the city. With the people. And it keeps changing. For the people. It was always about being for everybody. Everybody, consequently, has an Arndale story. Everybody, of course, is a part of the Arndale story.

Over the last 40 years Manchester Arndale has seen fashions, trends and movements come and go. We’re still here. Still the very heart and soul of Manchester. Not only is Manchester Arndale at the centre of the city it is “The City’s Centre” and we wanted to celebrate this.

Using vintage photography of the city as backdrop. Models in outfits inspired by the different decades showcased 40 years of fashion and celebrated the Arndale’s unique location at the centre of the city. The video was supported by stills photography featuring models in the latest trends. Positioning the centre as current and looking forward to the ‘next chapter’.

 

THE RESULTS

The deliverables included: VOD; ITV Hub/All 4, Teads , TrueView Instream & Bumpers, Paid social; Facebook/Instagram & Snapchat. Anniversary bespoke landing page. Clear channels in centre. Radio & DAX campaign on Capital

Increase engagement with the primary catchment: From the CACI off peak brand tracker there was a significant increase in the Net Promoter Score, +214% YOY.

Manchester Arndale’s Instagram followers went up +310% YOY for the same period in April/May.

Deliver brand awareness: CACI research showed that awareness of the campaign was very high at 41%. This is 22% higher than the previous year.

Manchester Arndale was the only shopping centre (out of the 7 reviewed) to increase awareness of marketing compared to the previous year, demonstrating the strength of the campaign.

Drive footfall into the Arndale: Footfall rose by +2.7% YOY between the campaign period. Footfall was significantly increased during the Birthday Box event

Website traffic to the website increased + 42% in April/May 2019 compared to April/May 2018

Source CACI off peak 2019 research*

THE RESULTS

The deliverables included: VOD; ITV Hub/All 4, Teads , TrueView Instream & Bumpers Paid social; Facebook, Instagram & Snapchat. Anniversary bespoke landing page. Clear channels in centre. Radio & DAX campaign on Capital

Increase engagement with the primary catchment: From the CACI off peak brand tracker there was a significant increase in the Net Promoter Score, +214% YOY.

Manchester Arndale’s Instagram followers went up +310% YOY for the same period in April/May.

Deliver brand awareness: CACI research showed that awareness of the campaign was very high at 41%. This is 22% higher than the previous year.

Manchester Arndale was the only shopping centre (out of the 7 reviewed) to increase awareness of marketing compared to the previous year, demonstrating the strength of the campaign.

Drive footfall into the Arndale: Footfall rose by +2.7% YOY between the campaign period. Footfall was significantly increased during the Birthday Box event.

Website traffic to the website increased + 42% in April/May 2019 compared to April/May 2018

Source CACI off peak 2019 research*