The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

November 9, 2010 | 1 min read

BJL is getting ready to take the wraps off its Christmas campaign for Manchester shopping mall the Trafford Centre.

The Manchester agency was appointed in June and its 'Get Happy' campaign breaks tonight with a 30 second TV ad during Emmerdale.

The campaign also includes print and outdoor creative and radio ads on Key 103, Rock FM, The Pulse and Radio Aire.

And BJL says it has plans for experiential activity to bring the campaign to life in the centre.

The agency's managing director, Nicky Unsworth, said: "The challenge was to develop an engaging and memorable creative campaign that could communicate multiple messages across all channels.

"The creative responds to the public's practical requirement to shop somewhere with extended opening hours, free parking, multiple brands and plenty of 'sit down, sip coffee and get your breath back' venues. It also taps into their emotional need to feel festive by transporting them into an appealing Hollywood-esque Christmas dreamscape."

The Trafford Centre claims to attract more than 30 million visitors a year.

Bjl Trafford Centre

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