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Achieving cut-through
Case study: Princes Square
The problem…
In the nineties, Princes Square was the darling of Scotland’s shoppers. Then – unresponsive to a changing world, lacking TLC – it sadly dropped out the limelight.
But now, some hope. A new owner, new management and – after a stiff pitch process – a new agency: us.
Our solution…
We went back to basics, holding a brand workshop with all the new players: owners, managing agents, letting agents, PR agency and architects. From this we developed the brand blueprint: the core thought, personality, tone of voice, styling and key messaging for the centre. This was also informed by research with 700+ consumers.
So what was the core thought? Princes Square is the city centre sanctuary where you can lose yourself, yet feel like you belong. A place to make you feel fabulous.
The result…
To date, we’ve created ‘Princes Square I love you’ campaigns for everything from Mothers Day to food festivals, ego massage parlours to Valentines Day and – most recently – the centre’s own 21st birthday.