Agency: family Author: Helen Crosthwaite

Overgate – The Drive of Your Life

INTRODUCTION

In a fiercely competitive retail environment, achieving standout is an increasingly difficult task. Overgate was suffering at the hands of a loyal audience of window shoppers who were happy to visit the Centre, but were less happy to actually spend when they got there. We were tasked to turn this situation around and convert this audience from window shoppers to big spenders.

By examining market trends and identifying key learnings from research undertaken about existing visitors to the Centre, we were able to construct a promotion that appealed to the Centre's core audience enough to get the tills ringing. At the same time, it created a talking-point that served to support the brand and its core values as well as garnering some impressive local and trade press coverage.