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

This paper discusses the 2006-07 campaign by Standard Life Investments to increase customers and turnover at the Churchill Square Shopping Centre in Brighton, which was facing a decline on both measures.
Agency: Tomlin Bean AssociatesAuthors: 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...

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