Communications agency Seal has been awarded the marketing brief to transform Telford Shopping Centre.
The Birmingham-based consultancy will help to create a new identity for the Shropshire shopping centre, which will eventually rebrand as The Round.
The new complex, which will be re-designed by the architects behind the Bull Ring and Brindley Place, will bring together a shopping and leisure destination to create a new heart for the town centre.
Seal’s creative director, Phil Birchall, said: “This is a very exciting project which will completely transform the shopping centre and turn it into one of the West-Midlands’ must-visit destinations.
“Our Digital team is currently working with the centre to overhaul its website, which will reflect the sophistication and dynamism of the new brand and make it much easier for shoppers to navigate.”
The agency, which will work with the centre for the next three years, is also supporting key seasonal events and retailing periods via creative press advertising and point of sale (POS) material.
Tracy Hadley, marketing manager at Telford Shopping Centre, said: “Seal really impressed us at pitch stage by adding energy and excitement into the brief and producing targeted, creative ideas to support the brand change.
“They have a wealth of experience in the retail sector and we are confident that their expertise will drive footfall and firmly put Telford Shopping Centre on the shopping map.”
Telford Shopping Centre was opened in 1973 and now houses 160 stores including M&S, Debenhams, House of Fraser and Zara.