Intu launches experiences-based Christmas campaign to drive footfall
As the Christmas shopping season enters its final fortnight, malls giant Intu has launched a new festive season campaign designed to drive shoppers into its physical spaces. But it’s one that will continue post-Christmas as the firm plays up the experience of shopping in person rather than online.
The consumer marketing campaign “celebrates the joyful experiences that comes with a visit to an Intu centre”. It includes a 30-second Christmas ad that shows a visitor “feeling increasingly festive thanks to her Intu shopping trip, with animated baubles and lights appearing every time she encounters staff, experiences and decorations”.
Produced by marketing agency Frame, it also marks the launch of the company’s wider Here for life campaign that brings together in-centre photography and quirky illustrations "to show off all the fun moments visitors can take advantage of” by visiting an one of the centres. The creative material is also being used in consumer marketing and there are ad materials at each of the locations.
Customer experience director Roger Binks said the campaign is “our promise that whatever reason you’re visiting an Intu centre for, we’ll make that experience even more joyful. The entire concept is designed to deepen the emotional connection people have with Intu, driving consideration and advocacy and ultimately footfall and dwell time so that our retail and leisure customers flourish. This is an important next step in the evolution of the brand.”
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