Canary Wharf Ltd, which manages the London location’s retail estate, is launching a multi-media campaign to attract more shoppers to the area.
Transport media will be used to persuade Canary Wharf workers to take advantage of the area’s shopping opportunities, while residents in surrounding areas will be targeted with press ads and, potentially, direct, online and viral initiatives.
The campaign will feature a revamped version of the group’s Gift Cheques voucher scheme. A new shoppers’ magazine to replace previous title Canary, which was scrapped in 2003, has not been ruled out.
Canary Wharf, which oversees more than 200 shop units and 20 restaurants, has also appointed integrated agency Space to target 18- to 34-year-olds living within a ten-mile radius of Canary Wharf.
The agency aims to change people’s perceptions of the retail development and present it as a convenient alternative to nearby rival centres such as Bluewater in Kent, Lakeside in Essex and London’s Oxford Street, as well as a planned shopping mall in neighbouring Stratford.
Canary Wharf vice-president of retail Camille Waxer says/ “Our objective is to reveal to workers and those within our catchment area that this is one of London’s premier retail destinations.”