-
How do you reverse a trend? Buchanan Galleries is a joint venture between Henderson Global Investors and Land Securities. It is Glasgow's premier retail centre and one of the top retail destinations in the UK.
However, with a recession in full swing and increased competition from out-of-town shopping centres, static or decreasing footfall seemed the order of the day.
We needed to think BIG, get back to the destination's core appeal and re-assert Buchanan Galleries as Glasgow's leader in fashion and style.
-
We developed a single bold, impactful idea that speaks for over 80 separate retail outlets with one powerful voice. It's an idea that works across media and time.
The resulting campaign is both strategic and tactical, building a brand as well as driving footfall. The idea worked seamlessly across both on and offline communications. Proof that there's no stopping a really good idea.
-
Against the backdrop of a previous campaign that was disjointed and ineffective, our campaign has broken new ground.
Early website results show a significant increase in unique visitors to the site, as well as an unprecedented number of visits from the M8 corridor during the offline campaign. Encouragingly, visitors are also spending longer on the site.
Delivered against exacting timescales, the campaign represents a watershed for Buchanan Galleries as it shines in the retail gloom.
-
*It doesn't just end here.
We've delivered similarly great projects...
