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%.
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