Strategy

A 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.