Nation1 Xscapes with new Ski centre account
Nation1 has been appointed by X-Leisure, the leisure property arm of asset management firm Capital & Regional, to launch Xscape at Braehead, Scotland’s first real snow indoor ski slope, mixed leisure and retail scheme.
The £60m 460,000 sq ft development will house a real snow ski slope, climbing wall, aerial assault course, a 12 screen Odeon cinema, several branded restaurants, a 24 lane bowling alley, bars, a selection of high quality extreme sports retailers and other attractions.
Nation1 will be working on an integrated marketing communications campaign which will include; outdoor, radio, press, guerilla advertising, stunts and a PR focus which will be provided by Martin Raymond and Ali O’Neale of partner agency Cloudline. In addition Nation1 will be working closely with X-Leisure to forge local partnerships with the public sector, schools, travel and tourism as well as appropriate media partners and brands.
Launched by chief executive of X-Leisure PY Gerbeau, Xscape will open in spring this year. The Braehead centre follows the success of Xscape Milton Keynes and Castleford Leeds.
Gerbeau explained: “After a competitive pitch, we appointed Nation1 because they understood what we were all about and what we want to achieve. Their ideas were incredible and exactly what we were looking for. The chemistry was right.”