In preparation for the launch of a new phase for the existing
Eagle Centre in Derby, a new campaign was developed to refresh the
brand and generate new interest from retailers in the prospect of
occupying the new centre. In-depth research highlighted the area as
one of the UK's most under-resourced markets
for a quality shopping centre and Derby itself also
provided a very positive consumer profile for the retailers
targeted. The 'Be Surprised' campaign was launched as a
result, given that the potential of the area came as a surprise to
many key retailers.