Intu launches first national UK campaign

By

Cajsa Lykke Carlson

Published
Mar 16, 2016

British shopping centre management company intu Properties successfully launched its first national Christmas TV ad, ‘Come and play’, last year. Now it has followed it up with its first national campaign to celebrate spring/summer fashion.

Intu curated styles from retailers in its shopping centres for the campaign, which is called "Style Garden" and launched on March 10 at intu Lakeside and intu Chapelfield. The campaign combines a digital installation with a "live fashion show with a difference," and will be rolled out at each of intu’s 15 branded shopping centres through March.

Roger Binks, Customer Experience Director said, “Spring/summer fashion is important for both our customers and our retailers. We’ve used our national scale to really get to understand what our customers want and our research tells us the latest fashion trends are often presented in a way that makes it difficult for them to choose what’s right for them. So we’ve decided to do something different this year and deliver spring/summer fashion with the signature intu twist.”

Maynineteen created new installations for the campaign, which were to designed to "stimulate all five senses in an immersive experience designed to showcase the season’s trends." In order to support the in-centre activity, intu is working with nearly 300 fashion brands from across its portfolio.