London’s Westfield Shopping Centre, the biggest retail outlet in Europe, has put together a multi-million pound, integrated marketing campaign to mark its opening on October 30.
Alongside a TV commercial, the campaign will also include partnerships with glossy weekly magazine Grazia – which will edit its magazine live from Westfield – and Associated Newspapers’ Evening Standard and London Lite. Newspaper vendors will hand out Westfield-branded balloons containing LED lights on Oxford Street on October 29.
The TV campaign, which launches on October 22, aims to build awareness of the shopping centre, located in the White City/Shepherds Bush area, and will be aired during the centre ad break in Desperate Housewives on Channel 4 for seven weeks. The campaign has been created by Adam & Eve.
The partnership with Bauer Media-owned Grazia will also include a sneak preview of the front cover, with shoppers allowed to watch the “making of” the Westfield-inspired Grazia edition.
Arena BLM negotiated the deal with Grazia and Associated Newspapers.
There will also be large scale light projections on Battersea Power Station to reinforce its “Shopping in a new light” campaign.
The integrated campaign will also incorporate online work, focusing on generating excitement and talkability to encourage footfall to Westfield.
Charlie Makin, chief strategy office of Arena BLM, says: “We wanted to attract a core audience who we could wrest from established central shopping haunts such as Bond Street, Harrods and Harvey Nicholls.