Westfield Centre marks opening with integrated launch campaign

Westfield%20CentreLondon’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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here