Manchester Arndale looks to entice shoppers with festive magazine

By The Drum Team | Staff Writer

Refinery Marketing Communications

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December 13, 2011 | 2 min read

Refinery has designed and produced a magazine to attract Christmas shoppers to Manchester's Arndale centre.

INSIDE, a 20-page handbag-sized consumer magazine, has been distributed to more than 400,000 homes in Greater Manchester. A further 20,000 copies are being handed out in the centre and by street teams in Manchester.

The magazine contains hints, tips and promotions which all link back to retailers within the Arndale centre.

It is being supported by plasma screen adverts, large scale point of sale and web, social media and email activity.

Nick Wyatt, account director at Refinery, said: "The Christmas issue of INSIDE magazine has already generated a massive response and, supported by our other activities, is helping to drive sales this Christmas. The centre is now on course to beat its 39 million customers footfall record of last year and current predictions look like it will achieve 40 million by the end of 2011.

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"This is the third issue of the magazine and tracking on our previous Autumn and Winter editions showed that the magazines resulted in 20 - 23% of recipients visiting a store for the first time, with around 20% of readers buying an item featured in the magazine in Manchester Arndale."

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We’re Refinery, an independent branding and communications agency. We’re open minded, collaborative and put people at the heart of everything we do. We find that when the right people, with the right mindset, are brought together, good things happen. We make work that works, and believe that the simple truth, well told, lies at the heart of the most powerful brand messages. And though we are known for (and have particular knowledge of) communicating with retail and trade audiences, our clients are varied and diverse. They come to us with ambitions, eager for creative solutions, and expecting results. They stay with us because they get them.

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