Agency: Banks Hoggins O'Shea | Author: 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...