Westfield shopping centre has agreed a partnership with entertainment website Time Out for the creation of a content hub to drive awareness of the shopping destination in the lead up to Christmas.
The partnership, brokered by Arena, will see an integrated marketing campaign roll out from 26 November until 29 December with the aim of driving footfall during the Christmas period.
The shopping centre brand's branded content hub has been placed within the Time Out website, and will use editorial to highlight its offering, with a newsletter and social media activity being used to draw an audience.
Content will also change depending on geographic relevant between Westfield London and Westfield Stratford City.
Myf Ryan, director of marketing, UK & Europe at Westfield, said: “Westfield is continually looking for innovative ways to reach our audiences and this partnership allows us to provide our audience with crucial information, whilst utilising a multi-platform approach which is also editorially driven. The content-led approach allows us to showcase everything Westfield has to offer for the festive season and create a buzz and excitement during the run up to Christmas, whilst targeting the right people, at the right time.”
The above-the-line creative was devised by the Portas Agency.