Because nothing matters more than a successful launch

Accolades in local media and tenant sales targets exceeded by over 100%.
Unprecedented advertising awareness figures of 0-73% in 3 months.
Increase in penetration of target market by 15%.

THE CHALLENGE

How to launch a new and controversial shopping destination in the oldest part of Exeter.

Politics of building a new shopping district in the heart of old town Exeter demanded demonstration of real respect for the old and recognition of the possibilities of the new.

OUTTHINKING THE COMPETITION

A campaign that communicated a seamless and complementary link between past and present, representative of the unique offer and style that Princesshay brought to Exeter .

Brand communicated through regional TV, press and bus sides, supported with door-to-door distribution of a ‘mini-zine’. Local advertising delivered tactical messages via press and posters.

“FKC’s strategic thinking, understanding of the issues and the creative delivery were a powerful solution and major contribution to the successful launch of Princesshay”.

Emma McLeod, Princesshay

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