intu BROMLEY


BRIEF

Create a strong PR plan to engage intu Bromley’s target audiences, increase footfall and raise awareness around the brand. Strengthen intu’s position in the area as a destination of choice for shopping and dining. Identify suitable partner for Corporate Social Responsibility (CSR) programme. 

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OUR APPROACH

We created a sustained PR plan targeted to local media to target intu’s different audiences: yummy mummies, silver surfers and local businesses. Since we won the account four years ago, we have leveraged our relationship with the local media, local dignitaries, bloggers and more, which helped in positioning intu Bromley as a shopping and leisure destination for South London and Kent.

Thanks to our strong links with the local community, we were able to find the perfect charity partner for intu’s CSR initiatives - Citygate Food Plus, a non-profit organisation that reduces food waste by redistributing to those in need. We incorporated the CSR programme into our PR plan, which generated positive feedback amongst intu’s customers and increased coverage across the board. 

HOW WE MADE IT AMAZING

We took over the centre’s PR programme, provided creative input and copy for press releases, editorial pieces, blogs and social media. We handled day-to-day relations with the press, supporting the centre’s marketing team and creating communication materials around the in-centre events including ad hoc event support where needed (i.e. business networking events, blogger dine arounds, media hard hat tours, etc…). Despite the limited media pool available in the area, we constantly achieved increasing ROI. Thanks to our relationships with bloggers and the local media, we raised intu’s profile within the local community and boosted positive brand awareness. 

 

THE RESULTS

  • Raised intu’s profile on a local and national level

  • Created positive brand awareness

  • Built strong relationships with local media and bloggers

  • Highest ROI over 1,000%