Creating an outstanding outlet destination
Dalton Park is the largest outlet centre in the North East, located near Durham.
We supported Dalton Park’s in-house team and asset manager to drive footfall and engage with local and regional audiences.
With a detailed understanding of the user journey and analytics, we developed an informative and engaging new website.
We ensured content was easily accessible with simple navigation and fast loading speeds. The site included dedicated landing pages for key events and sustainable initiatives, such as the Parkland and the Pollinator Park.
Building a Brand
We created a series of abstract shapes representing various elements of the centre. Overlayed with photography or on a simple, colour backdrop helped create stand-out on signage, digital six-sheets and social media.
A light-hearted tone of voice was used to bring the creative to life with some carefully chosen North East colloquialisms to help create warmth and personality.
The distinctive, illustrative look was carried into seasonal campaigns and tactical promotions on digital platforms, print and out-of-home media.
The ICG team are an integral part of our business and a seamless extension of our marketing department. ICG fully understand the retail environment, the pain points and the challenges, and are always on hand to offer effective solutions.
Marketing Manager, Dalton Park
Not Just for Christmas
The retail calendar never stands still. There is always something to talk about – the challenge is finding new ways to create ‘stand out’ during the key seasons.
ICG worked closely with the team at Dalton Park to create eye-catching campaigns to attract shoppers and visitors throughout the year as well as reflect the ethos and environment of the outlet destination.
We focused on delivering seasonal creative that resonated with the lives of the people living in the local and target catchment areas.
Campaigns were rolled out across online and offline channels with regular updates on special offers, events and news.
Becoming Dog Friendly
The outlet centre had been eagerly planning the launch of its new ‘dog friendly’ status, so when the time came we knew we had to go all out.
We developed ideas and creative for activities and giveaways, featuring playful content in Dalton Park’s signature style.
We featured a variety of dog breeds to resonate with all dog owners and to ensure the ‘dog-house rules’ were observed.
Driving engagement for the campaign, ICG’s PR team secured TV coverage on BBC Look North, The Canine Times, The Northern Echo, Newcastle Chronicle and Sunderland Echo.
More than Shopping
A key asset for the scheme and a unique feature for a shopping destination is Dalton Park’s 55 acres of landscaped Parkland – used as a focal point for community events and PR initiatives.
The marketing brief was simple: to give the Parkland an identity and showcase everything it had to offer including glorious green space, wildlife and dedicated walking trails.
Taking inspiration from nature, we used leaf and flower shapes overlaid on photography to create signage and leaflets.
The illustrative style went onto feature in some of the centre’s sustainable projects including the Pollinator Parks Garden and Eco-Fest, a two-day festival in partnership with Climate Action North.
Reimagining spaces
We were tasked with creating a buzz about Dalton Park’s food, beverage and leisure retailers in a specially designated piazza area. The creative embraced bold colours and shapes that resonated with pop-up and street food brands.
A leasing brochure coupled with onsite promotional materials were created to generate interest from potential future occupiers.
