Hammerson are a major British property development and investment company. Although they have an in-house marketing team, they outsourced the marketing management of their retail park portfolio to Destination a couple of years ago. Latterly, we were tasked with developing a strategic marketing campaign to increase brand awareness and footfall to twelve of their UK-based retail park destinations.
We developed a rounded programme of marketing, with physical and digital enlivenment, encouraging demand creation and fulfilment. Our creative strategy, ‘moments in time’, was spun across digital, social and offline channels and supported by traditional media, social and digital advertising; PR; and liaison with key bloggers/influencers. As well as enhancing brand awareness and attracting footfall to the sites, we aimed to increase dwell time by hosting in-centre/on-park events for the key retail dates of Easter, summer, Halloween and Christmas.
The 2019 marketing campaign for Hammerson was well received. Their retail park footfall was up 2.5% year-on-year, bucking the UK trend of a 0.5% decline*. We saw definite spikes in website traffic and social media engagement at times of site events and competition activities, plus an overall growth in following across all the digital and social channels 2019 vs 2018.