Bluewater - thinking big, thinking brand: How brand advertising worked for a new retail destination

Steve Hastings

Bluewater, at Greenhithe in Kent, is Europe's largest shopping centre. Launched by Land Lease, an Australian company, with a sales target of £661 million in 3 years; target was revised 6 months before launch to achieve this level in 1 year.
Agency: Banks Hoggins O'SheaAuthor: Steve Hastings

Bluewater Thinking Big, Thinking Brand

How brand advertising worked for a new retail destination

 Introduction

'We're building Europe's largest shopping centre, and we want you to help us exceed our investors' expectations.'

Lend Lease Brief July 1998

This is the story of how a visionary Australian company, Lend Lease, launched Europe's largest shopping centre and reached the targeted year three 'mature' sales in just the first year of operation.

This is the first IPA paper written about a shopping centre, and demonstrates how breaking the mould with an unexpected...

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