The aim of the campaign, created by Baber Smith, is to build equity and drive footfall. It aims to raise the Lakeside centre profile through the new positioning of “feel good shopping” that emphasises the feelgood factor of the Lakeside experience. The concept will feature across outdoor, door drops and press advertising, as well as radio.
Baber Smith founder Simon Smith says: “What we found is that customers have an existing relationship with Lakeside – there’s a lot of loyalty there. With some shopping centres there is more of a fashion positioning which is colder. Lakeside is friendly and fun for the whole family, so that is part of the core thinking. We translated this into the campaign by exaggerating this feel good factor into heightened reality, so we have a woman jumping out of flowers and someone jumping for joy, all feel good metaphors.”
The campaign will also promote Lakeside’s annual fashion show, which will take place on 16th April.
Lakeside will celebrate its 21st birthday next year.