London Designer Outlet, an outlet centre currently under construction as part of the major development at Wembley, has announced the appointment of a roster of agencies to spearhead its 2013 launch, positioning the 350,000 sq ft centre as a must-visit shopping destination.
Integrated advertising, PR and marketing is now planned to begin in early summer, ahead of the launch at the end of the year. Inferno has been selected to handle the advertising and creative account briefed with creating a unique brand identity for the centre running across print, transport media, digital, social, CRM and radio.
Launch and growth media specialist Total Media has been appointed for media planning and buying for the integrated campaign with Haygarth managing the PR and experiential activity driving interest and engagement initially amongst the retail sector, local community and then more broadly nearer the launch.
Local outreach activity in the lead up to the outlet’s opening has been delegated to Brick Lane-based Kinetika. James Glancy Design has been commissioned to create and deliver both seasonal and permanent design solutions for the centre which will feature the likes of L.K. Bennett, Marks & Spencer, a nine-screen Cineworld as well as a line-up of restaurants including TGI Fridays, Prezzo and Handmade Burger Co.
Deborah Owen-Ellis Clark, responsible for marketing at London Designer Outlet, commented: “We are delighted with the agencies we have selected and are confident that their retail expertise, strategic approach and their outstanding creativity will deliver a compelling and outstanding opening campaign.”