Source: Jemima Bokaie Marketing
LONDON - Westfield London, the £1.6bn shopping centre due to open in West London in October, is launching a major marketing drive this month aimed at affluent West London shoppers.
The campaign, created by Adam & Eve which won the account in March, will position the site as a premium shopping and leisure destination. It will encompass regional TV, press, outdoor and digital advertising and will have a strong focus on the development's high-end fashion offering.
A direct marketing drive will launch next year when the campaign will be extended to target high-spending tourists.
Arena BLM, the media agency bought by Havas in January, has set up its first stand-alone press department, after beating Universal McCann to the brand's £3m media account earlier this year.
CBS Outdoor handles the estimated £60m internal advertising contract for the business. It signed a seven-year contract last month to manage advertising 110 57-inch LCD screens and 3 large format screens on the site.
Westfield London is part of Westfield, the world's largest retail property group, with a portfolio of 119 shopping centres in Australia, the US, New Zealand and the UK.
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