Dockside

Over the course of seven years BWP Group's integrated approach to marketing, digital, PR and media strategy has ensured Dockside has become an outlet shopping success story. Recently BWP Group persuaded Dockside to invest in a new leasing initiative with the aim of raising awareness of the Dockside offering amongst potential retailers.

A series of memorable mailings highlighting the scheme's USPs and a strong call to action were devised by in2. 'Hot Offer' pizza boxes, complete with circular brochure and faux menu, were delivered by motorbike and arrived warm to reinforce the mailer's 'Hot Offer' message. This was followed by a 'Sizzling Deal for One' mailer in the style of an Indian takeaway. Warm foil containers with printed lids bearing quotes from long-standing retailers and new arrivals housed Bombay mix and Indian Chai spiced tea for an authentic aroma. A bottle of Cobra, individual handwritten receipt slips and a stamped napkin

After attracting 'The Range' to the centre during 2009 these campaigns have been instrumental in securing at least two further major retailer signings as well as instigating numerous potential tenant meetings.