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

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...