Shopping Centre

Malls roll out Christmas campaigns

Published:  11 November, 2016

TV ad launches mark the start of the Christmas rush

In the week that the John Lewis Christmas TV ad was launched, generating acres of press coverage and millions of youtube hits, mall owners have been unveiling their own seasonal TV campaigns.

Intu has harnessed the power of puppetry to represent different shopper types. commercial and digital director Trevor Pereira explains: “Our established brand and national scale means we’re able to take a birds-eye view of the nation’s shopping behaviours. We know and understand our shoppers and what shopping means to different people. Armed with this unique insight and our position as the UK’s leading shopping centre owner, we’ve developed a national marketing campaign ‘Your kind of shopping,’ to show our customers what makes the intu difference.

“This marketing campaign is part of our brand strategy and demonstrates our commitment to delivering the perfect shopping experience for all our customers. Ultimately, ‘Your kind of shopping’ enables us to continue to build a loyal customer base, raise brand awareness and ensure that our centres are a first choice for shoppers across the country, time and time again.”

And Liverpool One’s regional campaign takes its cue from the 1982 movie Annie showing a flame-haired visitor discovering everything that Liverpool One has to offer in the run up to Christmas.

Dave Mullen, creative strategy director at Liverpool One’s ad agency Loaf, says: “Paying tribute to a piece of musical theatre beloved of old and young has allowed us to capture the Christmas ‘feel good’ factor experienced by every Liverpool One visitor.

“Our musical execution is inspired by the famous scene where Annie visits Daddy Warbucks’ mansion home for the first time and declares: ‘I think I’m gonna like it here.’ It fits perfectly with the unique offering at Liverpool One of shopping, restaurants and entertainment on the waterfront.”