Klein O'Rorke worked with
Grosvenor for four years on the consumer marketing for Festival
Place in Hampshire.

The brief covered both above-and below-the-line activity, from television advertising campaigns, to PR, events and direct marketing.

Key challenges were attracting ABC1s living in the secondary catchment and countering the threat of The Oracle and WestQuay.

• Conducted a centre and competitor audit to identify the opportunity
• Devised a television ad to re-launch the centre
• Following a 25% change to the centre’s retail mix, conducted a research-led brand positioning exercise
• Revised the marketing strategy
• Developed and implemented a new TV-led campaign
• Used the brand as a ‘checklist’ for the leasing, helping to target new, appropriate brands
• Shared key research findings with the council, creating an awareness of the ‘Basingstoke factor’ and the need to take action

• 37% increase in the centre’s potential catchment population (2006 vs 2004).
• 16% increase in regular shopping population and a 17.4% increase in consumer spend in 2006 versus 2004 (equates to £51m).
• 34% increase in secondary catchment shopping population, rich in 25-44 year old ABC1s.
• A measurable shift in consumer perceptions ‘100% improvement’.
• Proved to the Council that local perceptions needed to be challenged to ensure growth.