Driving footfall to portfolio of London shopping destinations

The Challenge

Drive footfall to retailers at three of Land Securities London developments during the summer months.

The Liquid Way

Our research into the target audience revealed that many British holiday makers were electing to save money by enjoying a summer ‘staycation’ rather than travelling abroad.

We devised the ‘Great British Summer’ – an experience celebrating the British holiday at home.

Large outdoor screens showing films and sporting events such as The Ashes cricket and Wimbledon tennis were mounted in 50s style caravans and placed at New Street Square, Cardinal Place and Bankside in London. Deck chairs encouraged people to sit watch, eat, drink and go shopping in the surrounding boutiques.

To drive footfall our integrated strategy included London press advertising, door step DM, tube advertising and experiential activity with tennis lookalikes.

A microsite, e-shots and a focused social media campaign spread the word across the web – ensuring maximum attendance over a 3 week period.

Liquid Results

• A huge surge in both footfall and dwell time resulted in an average increase in sales across the retail developments of over 12%.
• The activity is now a regular part of Land Securities ongoing event strategy and is managed fully by The Liquid Way.
• Brand Experience Awards 2007, Highly Commended in Most Effective PR Generation