The Birmingham Bullring is launching a TV ad to underline its credentials as a major shopping destination. The work, created by Isobel, will be followed later this year with autumn and Christmas campaigns.
The work builds on its existing positioning that “life’s more exciting at the centre”, and shows summer activities such as kite flying, mowing the lawn and bowling as a montage of brightly coloured abstract images.
The Bullring, which was redeveloped and reopened in 2003, is Britain’s busiest shopping centre with an average of 36.5 million visitors a year and houses one of only four Selfridges branches and the UK’s second biggest Debenhams department store.
The agency was briefed to move away from “traditional” shopping centre language and engage with shoppers on an emotive level.
Bullring marketing controller Louise Hamer-Brown says the “Be at the centre” brand campaign, launched in the spring, helped the centre to grow both footfall and turnover.