1999 MAXI Awards

All Things Brighton Beautiful

New Churchill Square Shopping Center
Brighton, East Sussex, England

A $144 million redevelopment was transforming Churchill Square into one of the largest shopping centers on the south coast of England — and presenting it with the challenge of attracting vastly greater numbers of shoppers. The ambitious goal was to make Churchill Square the destination for every shopping trip made by the 285,000 residents of Brighton and Hove, the half-million tourists who visit Brighton annually, and the thousands of shoppers from surrounding towns. In short, the aim was to generate 6 million shoppers in the first year. To succeed, the center needed to reintroduce itself with a comprehensive public relations and advertising campaign that would build awareness of the changes taking place during the redevelopment period and stimulate customer trial after the opening.

IMPLEMENTATION

As its theme, the campaign used a well-known song, “All Things Bright and Beautiful,” and gave it a twist— “All Things Brighton Beautiful” — to suggest that the best of everything could be found at the New Churchill Square. The PR effort began nine months before the opening and lasted a year; a campaign of newsletters, leaflets, and press releases for local and trade media kept the local business community, the commercial real estate industry, retailers and consumers abreast of development progress and leasing activity. To maintain a high profile, the center sponsored flower beds in Brighton, designed to represent the Churchill Square logo. Several weeks before the opening, the team launched a concentrated ad campaign to build awareness of the center’s new profile and stimulate trial. It included local radio and newspaper ads, posters, bus wraps, leaflet drops and point-of-sale materials and banners. A party for 400 local dignitaries and the media kicked off the grand opening. A comprehensive program of special events and entertainment was designed to create a lively atmosphere for the first month.

RESULTS

The center opened with 100% of its units leased or committed. In the first four months, a record 5 million shoppers visited; projections for annual traffic have doubled, to 12 million. Research found that New Churchill Square was the first choice of 42% of shoppers and was among the top three shopping choices for 86%.

CREDIT

Owned by: Standard Life Investments.

Managed by: Phoenix Beard.

Professional recognition to: Anne Flisher.

EXPENSES

PR fees $25,600

Bike event $1,696

Entertainment $22,893

Flower beds $4,800

Launch party $14,958

Decor $39,512

Customer service staff/T-shirts $5,600

Launch advertising $349,619

Post-launch ads $110,598

Promotional events $13,232

Total $588,508