Showcase

The Brief
Hammerson is a FTSE 100 real estate company which owns shopping centres. The publisher were appointed to launch a magazine simultaneously in four - Bullring (Birmingham), Brent Cross (London), Oracle (Reading) and West Quay (Southampton).

The Challenge
The magazine had four main objectives to create positive brand impact, promote shopping centre footfall, encourage store visits and increase product sales.

Editorial Response
The editorial response is contemporary, realisitc and fun. Through carefully sourced fashion shoots, product pages, events and people profiles the magazines work to deepen shoppers' awareness of the positive experiences, encounters and retail opportunities available to them and further cements each centre's place in its community. They are distinct magazines, with both unique and shared content, after demographic segmentation using mosaic groups and regional dlfferences.

Results
Cabot Circus (Bristol) and Highcross (Leicester) have now joined the portfolio. The print run has grown to a million copies per issue, with more centres set to come on board.
Exit research has demonstrated that because of the magazine one third of visitors enter a store they would not have considered and in 13% of cases this leads to an additional purchase during a visit.