BriefTo launch Westfield London to news, lifestyle and dedicated media both nationally and internationally
StrategyA whisper campaign was executed to encourage word of mouth for both sites. Over 80 press trips for each development were organised pre-launch across all media, ranging from the New York Times and The Times to Gulf Air Magazine. The opening weekend of Westfield London saw the agency arrange 60 separate media tours, plus broadcast coverage with the BBC amongst many others. This strategy was repeated successfully for Westfield Stratford City. The latter was opened by Nicole Scherzinger which again was heavily promoted. Momentum was maintained post opening for both centres.
RESULTSMass coverage was achieved for both campaigns. This encompassed every single national daily and weekend newspaper, alongside key London titles such as The Evening Standard, Metro and Time Out and international media, print and broadcast, including BBC World News. Substantial column inches also appeared in both trade media (Marketing, Retail Week, Class, Design Week etc) and consumer titles such as Grazia, Elle and Olive. Total audience reach (Westfield London): 73,942,089. ROI: £30:1. Total audience reach: 73,942,089. ROI: £30:1. Total audience reach (Westfield Stratford City): 73,942,089. ROI: £30:1. Total audience reach: 73,942,089. ROI: £30:1.
