Pain Points: Pickering Town Centre (PTC) faced stiff competition from neighbouring Centres that offer a more robust retailer mix. Its brand positioning was outdated, and its communication elements lacked uniformity.
Objective: To develop a campaign that would help combat outflow.
Scope: DRH Group launched a new brand campaign titled ‘In Town’ to create a more fashionable positioning for the Centre and all its communications.
Results: The campaign generated millions of impressions, thousands of views and contest entries. The goal was a 5% sales/sq. ft. increase, PTC ended the year with a 9.3% sales/sq. ft. increase, an all-time high for the Centre.