Agency: Tomlin Bean Associates Authors: Nick Tomlin, Geoffrey Bean, Shan Fisher, Fiona Whitehead and Genna Trentham

Churchill Square – Destination marketing in Brighton: how brand advertising produced incremental footfall and sales for a regional shopping centre

INTRODUCTION

This is an insight into the power of brand marketing to lift a regional shopping centre from a steady decline in footfall to become a destination of choice for millions of shoppers on the South Coast.

The paper reveals how a creative and cost-effective communications strategy delivered a larger volume of customers and a higher value of turnover for Churchill Shopping Centre as a whole.

It examines how the many different customer groups using the centre changed their attitudes and shopping behaviour. It also explains how the creative message was developed to differentiate the offer highlighting access to fashion brands and relating key brands to audience profile.