Westfield
Brief
To introduce Westfield London and, three years later, Westfield Stratford City to food & drink brands followed by national and international media.
Strategy
Introduced both existing F&B clients and additional contacts to the centres, facilitating meetings and hosting show-rounds.
Organised over 80 pre-launch press trips for each development, ranging from the New York Times to The Times.
Coordinated F&B launch activity for the opening weekend for Westfield London and arranged 60 separate media tours, plus broadcast coverage with the BBC amongst many others. Strategy repeated for Westfield Stratford City. The latter was opened by Nicole Scherzinger which again was heavily promoted.
Maintained media momentum post-opening and continued to introduce new F&B brands to both centres.
Results
Mass 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.
74M
TOTAL REACH
25
MEDIA TITLES
100
PRESS PIECES
