Trinity Leeds launches integrated campaign developed by VCCP
Trinity Leeds, a new shopping centre opening in Leeds, has launched an advertising campaign to launch the brand.
A TV ad has been supported by an integrated campaign including outdoor, radio and digital, which will run into April.
The campaign, developed by VCCP, has aimed to generate excitement and anticipation for the launch whilst driving significant footfall to the centre after launch day.
The creative has centred on the strapline ‘I Wonder’, encouraging shoppers to explore fashion, food and film at Trinity Leeds.
Oliver Lewis-Barclay, group business director at VCCP said of the campaign: “This launch is a truly integrated team effort, incorporating media and PR as well as the advertising, digital, social and events arms of VCCP. Our core 'I Wonder' thought has allowed us to combine variety with consistency - prompting curiosity on TV, putting out thought-provoking print messages where you perhaps wouldn't expect them, to tease a little in PR, and to wow people with a wondrous launch event."
Claire Reynolds, development marketing manager at Land Securities, said: “We are launching a major venue for retail, dining, leisure and entertainment. It was important the campaign conveyed the emotion these experiences create and invited consumers to explore the centre. The ‘I Wonder’ campaign provides the spark to ignite shoppers’ sense of wonder, not only about what they will find in the centre itself, but also about the experiences they will encounter there.”
The media strategy and schedule was delivered by Havas Media while the consumer PR is being led by Mischief PR.