Braintree Village

Relaunching outlet to more affluent shoppers

Braintree Village is a premium shopping outlet in Essex owned by Landsec, one of the largest commercial property development and investment companies in the UK.

 

In 2019 Braintree Village invested in a customer journey project including a name change, logo and visual identity. ICG was tasked with interpreting new brand guidelines across key customer touchpoints - providing vital marketing support to attract new audiences and new brand partners.

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Brand Implementation

 

To establish the new brand and name, we implemented a launch campaign. We commissioned and art-directed a shoot in Essex to capture video for a new TV ad and online content as well as stills that would resonate with a fashion and brand conscious audience.

 

We worked closely with our client and their media agency to deliver the campaign across OOH including 48-sheets, digital six-sheets and bus sides in key drive time areas. Press ads were delivered to key publications, radio was scripted and recorded and social content created.

 

Our creative team storyboarded the TV commercial and worked alongside our production partner in all aspects of production including casting, location scouting and art direction, editing and ensuring the finished commercial was approved by clear cast and delivered to stations on time.

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On Site Collateral

 

We produced new on site collateral including the shopper guide, signage and posters which needed to convey a variety of messaging. Development of a new Polo Ralph Lauren store required significant hoarding artwork to cover the construction works.

 

We also produced creative to support internal communications and engagement with brand partners for specific promotions and special, centre-wide events such as the student night, the Black Friday weekend and sales periods.

 

We ensured the Braintree Village brand narrative was consistent at all times.

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Digital Marketing

 

ICG’s interpretation of the new brand guidelines was rolled out on all digital platforms to provide real time engagement.

 

Our creative and digital teams provided vital marketing strategy support to deliver inspiration and engagement. We used digital channels to promote the bi-annual VIP weekend event, encouraging guests to sign up in advance to receive exclusive discounts.

 

We implemented email marketing, social media assets and content and website collateral including blogs and The Edit - a monthly inspirational style feature - as well as overseeing digital housekeeping.

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