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.

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.

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 including casting, location scouting and art direction, editing and ensuring the finished commercial was approved by clear cast and delivered to stations on time.

Digital Marketing

The digital marketing team at ICG use a mix of organic and paid social posts to promote key tactical campaigns such as Black Friday, VIP Weekend and Sale. We can also support individual brand partners with boosted posts for events such as Flash Sales and Promotions.

Creative incorporates footage from the TV shoot, as well as animated brand assets to create dynamic content that catches the eye on instagram and Facebook. Creative is curated to ensure the home page is consistent and on-brand.

Weekly events and promotions are also communicated via a weekly customer e-shot, as well as assets on the Braintree Village website.

“The centre had their busiest day EVER on Black Friday Saturday with a record sales week.”

Marketing Manager, Braintree Village

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