Making a splash in the retail sector this summer

We got our thinking caps on in spring to develop creative ideas for a number of our shopping centre clients and this year it was all about the seaside vibes!


BeachFest Bonanza


All the fun of the seaside arrived at North East based outlet shopping destination, Dalton Park this summer with some creative inspiration from ICG.


Dalton Park’s BeachFest was packed with family-friendly fun activities including live music, beach hut trader stalls, fairground rides, seaside snacks and, of course, lots of buckets and spades.


British seaside stripes and beach-themed illustrations were created by ICG to help decorate the sandy beach area alongside posters, directional floor stickers and car park banners.


Making a splash in the retail sector this summer

The creative was also splashed across Dalton Park’s website, social media channels and email marketing as well as featuring in out of home media, bus and train advertisements across the region.


The two-week event which ran into the bank holiday weekend was covered in the local press, with ICG working to secure regional title coverage.


Summer Daze Amaze


With two weeks of back to back seaside-themed family events taking place at The Mall Blackburn, the shopping centre called on ICG to develop an identity and a colourful creative look and feel.


Posters, leaflets, digital assets and event POS were rolled out ahead of the event – with a focus on the free activities suitable for all ages. The creative also needed to complement Blackburn BID’s sand-themed activities, running in the town centre at the same time.


ICG’s PR team got to work to promote the event, with more than £100,000 worth of press coverage reading over 1million people across Blackburn and the surrounding areas.


Making a splash in the retail sector this summer


Supporting the event, a number of organic social media posts featured across the shopping centre’s Facebook, Instagram and Twitter channels.


Sun sets on summer

As the summer drew to its inevitable close our teams were delighted with the feedback from the clients and now it is all systems go for Halloween and Christmas!