Carat Leeds handles new Bradford shopping centre launchUK
The Broadway is a brand new £250m shopping centre situated in the heart of Bradford City Centre. The development, which has been built by Meyer Bergman in conjunction with Westfield, is 10 years in the making and offers 570,000sq foot of retail and leisure space!
The centre, which opened on Thursday 5th November 2015 offers a dynamic mix of more than 70 shops, restaurants and cafes including household names Debenhams, M&S and Next.
Having won the account in the summer, the launch campaign kicked off in October with the objective of raising awareness of the centre, buzz around the opening and footfall on the opening day. Working with our Research team we identified the dynamic catchment area which reflected consumer push and pull influence. From this we shaped our optimal strategy reflecting weekly shopper behaviour, the consideration window, device usage and media touchpoints. Campaign activation included print, radio, outdoor, digital and TV which were all effectively geo-targeted to the West Yorkshire area to minimise wastage.