The Story:
Liverpool ONE is one of Europe’s leading retail and leisure destinations, set near the city’s historic waterfront. Built around the existing streets of Liverpool, the 1.65million sq ft contemporary open-air complex is a stylish must-visit for those who love to shop, eat, drink and relax. Prior to working with MAG,, Liverpool ONE’s marketing strategy was to place their marketing effort into Q4 during the Christmas period. When we were approached, the client wanted a strategy building that would spread the budget around Q2 and Q3 in order to drive shoppers to Liverpool ONE all year round, effectively creating repeat customers that could then return during the busy Christmas period.
The Strategy:
To reach and engage with audiences throughout the North West, our goals became to:
Develop a blended marketing strategy for traditional and digital media, that would work YOY.
Drive footfall to Liverpool ONE all year round.
Encourage audiences to visit Liverpool ONE from the outer catchment areas in the North West.
The campaign plan began with a focus on four core audience groups for the client, grouped by age, budget and media consumption habits. When our insights overlaid all four audience groups, it became apparent that the main focus was away from the City Centre of Liverpool, and rather, areas surrounding it- which fit into the client’s objective of attracting footfall from outer catchment areas. The campaign strategy then, was to create various touchpoints with static media, alongside radio airtime and sponsorship, supported by a fully integrated, always on, digital campaign across various platforms with messages specifically reaching each of the audiences.
The Results:
Media Agency Group was the winner of the Northern Digital Award for Best Integrated Campaign, with these results:
increase in footfall performance which was well above UK benchmark, where other areas of the UK had only increased by 1.6.%
increase in bookings, purchases that meant repeated visits such as giftcards.
“Media Agency Group worked with us to restructure our Marketing Plans and communication for 2018/19, with a new strategy than what we have used over the past 10 years. The core approach was to be audience focused, to ensure the messages were efficient to different audiences. This enabled us to drive shoppers to Liverpool ONE in Q3 to experience the centre and actively return for Q4/Christmas period; a different approach than previous years where the core driver was Q4. Media Agency Group provided a blended marketing campaign, with traditional and digital strategically planned to our audiences and core location catchments in the North West for our Q3 Let Us Entertain You campaign.
Our KPIs where to drive more people to the Liverpool ONE site and drive interaction and engagement - The results were positive with the website performance all increasing versus Summer 2017, with high engagement and low bounce rates. The overall goal conversion was also up 34%.”
— DONNA HOWITT - MARKETING & BUSINESS PERFORMANCE DIRECTOR - LIVERPOOL ONE
