Refinery’s INSIDE guide boosts Arndale Centre
A FESTIVE promotional campaign by Manchester agency Refinery to lure shoppers to the city’s Arndale shopping centre, looks to be bearing fruit.
The Arndale, which reported record footfall for a Saturday on December 3 of
232,014 – a 10.2% year-on-year increase, is the country’s inner-city shopping centre
A key strand of Refinery’s campaign is a 20-page handbag-sized consumer magazine called INSIDE that has been delivered to more than 400,000 homes in Greater Manchester.
A further 20,000 copies have been distributed via in-centre retailers and street teams in the city centre.
Designed and produced by Refinery, INSIDE magazine reinforces Manchester Arndale’s strapline – Whatever you’ve got in mind, we’ve got inside. Its editorial style hints, tips and promotions all link back to retailers within Manchester Arndale and helps to showcase the centre’s breadth of brands and product offering.
The ‘old media’ element is supported in the centre with plasma screen adverts, large scale Point of Sale, magazine dispenser branding, website, facebook, twitter and an email to the Manchester Arndale database.
The campaign lso uses QR codes prompting people to scan to watch behind-the-scenes videos, fashion tips videos and downloadable retailer offers.
Nick Wyatt, Refinery’s account director, said: “Christmas campaigns are critical for retailers and shopping centres alike, to drive all important footfall and sales, and non more so than this year – with current reports indicating that UK-wide Christmas retailing is down and that consumers just aren’t spending as much this year.
“The Christmas issue of INSIDE magazine has already generated a massive response and, supported by our other activities, is helping to drive sales this Christmas. The centre is now on course to beat its 39 million customers footfall record of last year and current predictions look like it will achieve 40 million by the end of 2011.”
