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Creating an outstanding outlet destination

Dalton Park is an outlet shopping destination near Durham. ICG has been supporting Dalton Park’s marketing since 2016, working with the in-house team to drive footfall and engage with a variety of different audiences through relevant messaging and channels. We are also involved in leasing marketing, helping the future direction of the scheme.

Creating a sense of place

Our deep understanding of the centre, the offering and how its customers and staff are passionate about the scheme led to the creation of the “This is my Dalton Park” campaign. Launched with a TV ad and Out-Of-Home campaign, we amplified what a visit to the centre meant to its different audiences.

A regular flow of brand, campaign and event creative are rolled out across both traditional and digital routes, from out-of-home to paid social media. Strategised email marketing, on-going public relations and influencer outreach complement this activity.

Enhancing the digital presence

Most recently, we created a new website. We took a detailed look at the user journey and analytics, and with over 80% of users interacting on mobile devices, we ensured content was easily accessible, with simple navigation and fast loading speeds. The site incorporates dedicated landing pages for key events and initiatives, such as Parkland and its Pollinator Park.

Assuring and informing during Covid

ICG supported Dalton Park throughout the pandemic with its reopening and closing implementation. With a loyal and local catchment, community engagement was key. Messaging was functional and informative whilst retaining the brand’s personality, adding a sense of familiarity for regular shoppers.

Onsite materials and digital content kept customers informed of new measures in place. A dedicated area on the centre’s website was developed as a place to guide guests to the latest information, shopper guidance, video content and store opening details.

Reimagining spaces

Dalton Park turned to ICG to devise a campaign to create a buzz around new opportunities for food, beverage and leisure retailers in a specially designated Piazza area. The creative was playful with bold colours and shapes that would resonate with pop-up and street food brands.

A leasing brochure coupled with onsite promotional materials has attracted interest from potential occupiers and the client was delighted with the results.

Getting social with influencers

Social media influencers are an integral part of the promotional mix for ICG’s consumer facing clients and we have built up an impressive armoury of contacts that can spread the word to key audiences.

For Dalton Park, we manage successful influencer engagement events that have resulted in increased likes, shares and follows, with impressive reach numbers.

When Molton Brown opened its doors at Dalton Park in 2020, we invited selected bloggers to give us their thoughts and opinions. We capitalised on Black Friday to invite bargain hunting influencers to share what was on offer for shoppers in the run up to the festive season.

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