A brief to rethink and rebrand Pavilions Shopping Centre in
Birmingham.
After an in-depth SWOT analysis and research including a range of
positioning concepts, we found that Pavilions had fallen off the
'shopping map' as a favoured destination.
We identified a gap in the market between mass-market
Bullring and high-end specialist Mailbox and embarked upon a fully
integrated, multi-media campaign to rebuild loyalty and affection
with consumers. We developed a complete graphic
overhaul from internal signage and wayfinding to
advertising (print/radio) plus an award-winning website. A
series of in-store events were also planned and implemented with
great success.