The Gracechurch Centre is a prime retail destination dominating Sutton Coldfield’s town centre. The Mall provides 545,000 sq ft of retail space across over 90 units in the most affluent of Birmingham City Council’s ten constituencies. The scheme offers flagship shopping, fine dining as well as fantastic entertainment and events. Following a very successful working relationship with KLM Retail, The Gracechurch Centre contacted Why Media to create an engaging and dynamic video to showcase the relaunch of their flagship House of Fraser store.

 

Objective

To raise awareness of the shopping centre scheme among both B2C target audiences and B2B potential investors and to create a video that exceeded 3,000 views on YouTube.

 

 

The Gracechurch House of Fraser Relaunch: November 2017

Working towards a very tight timeline, Why Media worked very closely with The Gracechurch Centre Management team, The House of Fraser Team and KLM retail to establish clear focus points and the core messages that needed to be communicated. The goal of the video was to highlight the benefits of the overall scheme to potential retail investors and also to showcase the excitement of the House of Fraser launch to potential and existing customers, and the investment made into Sutton Coldfield. Why Media’s videography team travelled to Sutton Coldfield for the event to capture the atmosphere of the store opening and to engage with customers and the House of Fraser team. The video features key interviews with The Gracechurch Centre Manager, The local Business Improvement District manager and the leader of Sutton Coldfield as well as short clips from customers of their opinion on the scheme. The video also draws attention to the key offering of the centre overall, and the stunning detail of the newly refurbished store and the enhanced customer experience.  

 

The Result

Following approval of the video, Why Media undertook a targeted YouTube campaign in order to place the video in front of customers and potential commercially interested parties. The final result incorporated the brand colours, and was the exact message the client wished to achieve. As with all Why Media videos, figures exceeded key KPIs, with over 3,800 views, 26.6% more than our original target.

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