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Consumer Marketing: Centrale
Brief

St Martin's retained Klein O'Rorke
to reposition and relaunch Centrale
in Croydon, the extended and refurbished former Drummond centre.

The key challenge was attracting secondary and tertiary catchment residents, many of whom held negative preconceptions of Croydon.
Response

Using a variety of inputs, including quantitative data, visitor surveys and extensive audits of Centrale and its competitors, we devised and implemented an above-the-line marketing campaign.

The campaign specifically targeted ABC1s aged between 18 to 35 living in the secondary and tertiary catchments. Outdoor was chosen as the lead medium, supported by print and
radio executions.

In addition, we implemented a signage and wayfinding system in the centre, and devised an identity and signage programme for the foodcourt.
Results
  • The number of people visiting from the secondary catchment rose from 5% to 29% in the first six months of the campaign.
  • The proportion of ABC1 visitors increased from 59% to 67%.
  • Despite strong competition, Centrale maintained its share of basket and dwell time.
  • 12% of visitors regarded Croydon as a day-out destination, versus 2% before the campaign began.