SUMMER TIME SHOPPING Campaign Overview
Contents
De-brief Contents Summer 2015
3 Bristol Print campaign 4 Digital campaign 5 Editorial 6-7 Summary
Six week campaign with print, online and social media Over a six week period – July 20th to August 28th – we delivered a campaign spanning five newspapers and the Bristol Post, Western Daily Press, Bath, Somerset and Gloucestershire websites. The campaign objective was to present the Bristol Shopping Quarter as a Summer Shopping destination with the vast array of cafés and restaurants to enhance the experience. Summertime Shopping campaign was promoted through print and digital creatives and also social media.
Total investment of campaign: £22,000
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Bristol Print Campaign Bristol Print Campaign Aim to show Bristol Shopping Quarter as the ultimate Summertime shopping destination.
SUMMER TIME SHOPPING
SUMMER TIME SHOPPING Over 500 shops, cafés and restaurants in Bristol city centre
Over 500 shops, cafés and restaurants in Bristol city centre Designer brands and high street fashion
Over 500 shops, cafés and restaurants in Bristol city centre
Designer brands and high street fashion
More than 90 unique independent shops
Designer brands and high street fashion
More than 90 unique independent shops
Car parking with special shoppers’ prices
More than 90 unique independent shops
Car parking with special shoppers’ prices
Free children’s activities in Broadmead and The Galleries on Saturdays 1 & 15, 22, 29 August
@bristolshopping
Car parking with special shoppers’ prices
@bristol shopping Bristol Shopping Quarter is proud to be part of the Grand Appeal’s Shaun in the City trail
SUMMER TIME SHOPPING
@bristolshopping
b r i s t o l s h o p p i n g q u a r t e r. co. u k
SUMMER TIME SHOPPING @bristolshopping
Bristol Shopping Quarter is proud to be part of the Grand Appeal’s Shaun in the City trail
Free children’s activities in Broadmead and The Galleries on Saturdays 1 & 15, 22, 29 August
Bristol Shopping Quarter is proud to be part of the Grand Appeal’s Shaun in the City trail
b r i s t o l s h o p p i n g q u a r t e r. co. u k
Bristol Shopping Quarter is proud to be part of the Grand Appeal’s Shaun in the City trail
Free children’s activities in Broadmead and The Galleries on Saturdays 1 & 15, 22, 29 August
Free children’s activities in Broadmead and The Galleries on Saturdays 1 & 15, 22 29 August
b r i s t o l s h o p p i n g q u a r t e r. c o . u k
SUMMER TIME SHOPPING Bristol Shopping Quarter is proud to be part of the Grand Appeal’s Shaun in the City trail
Free children’s activities in Broadmead and The Galleries on Saturdays 1 & 15, 22, 29 August
@bristolshopping bristolshoppingquarter.co.uk
bristolshopping q u a r t e r. co. u k
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Regional Digital Digital Campaign We used an optimised campaign to target your ideal demographic.
Targeted campaign:
3398 clicks to your website 21% hover rate this shows us how people interacted with your advert without a need to click through. This percentage is well above the average of 8.25% so demonstrates that the artwork was well informed. We now have stats to help us with your campaigns in the future including best days to focus on and times of days.
Digital Campaign The digital advertising worked to compliment the print adverts seen in the regional titles. It also reached people who don’t use our print titles, and those living out of our print catchment areas. www.bristolpost.co.uk www.westerndailypress.co.uk www.bathchronicle.co.uk www.gloucestershireecho.co.uk www.gloucestercitizen.co.uk
Total number of impressions delivered:
402,064
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Editorial & Photos
Shoppers head to the Quarter
Great value in the heart of Broadmead
Bristol Shopping Quarter is drawing shoppers and Shaun-spotters from across the UK. Weekend had a wander around to see what’s on offer
Shoppers in Cabot Circus
A AZUZA The Almshouse, 19/21 Merchant Street, The Galleries, Broadmead, Bristol, BS1 3EH. Tel: 0117 927 9810
VERDICT: Serving well made, keenly priced food in the heart of Broadmead, Azuza’s success isn’t difficult to pinpoint – it offers great value, whichever way you look at the broad menu.
Food ★★★✩✩ Service ★★★★✩ Ambience ★★✩✩✩ 20 EAT IT ● ● ● ● ●
part from the thick black beams on the ceiling, there are very few reminders of the building’s age once you step inside Azuza. The Merchant Tailors’ Almshouse in the heart of Broadmead certainly pre-dates The Galleries shopping centre, which opened around it in 1991. The origins of this imposing early Georgian building actually go back to around 1399, when the Guild of Merchant Tailors was founded on the site. Since then, it has been a weights and measures office, a bank, a pub and a succession of cafes. In 2009, it was taken over by Bristolian Mark Gent and his Chippenham-based business partner, Andrew Moyes, and it re-opened as Azuza. They refurbished the building, including the first-floor, which had previously been closed for years. Over the past six years, Azuza has built up a loyal trade from shoppers and local office workers, despite increased competition from other outlets, including Caffe Nero, which recently opened next door. There was certainly no sign of customers migrating when I visited last Tuesday lunchtime. The place was packed at noon, with a large queue snaking around the counter. With two entrances – one in The Galleries itself and the other in the pleasant courtyard area – it’s a busy, bustling place comprising an L-shaped eating space downstairs and a more relaxed first-floor area.
from Friday, August 7, 2015
A central fridge is well-stocked with “hand cut” sandwiches (as opposed to what, “foot cut”?) and they are competitively priced at £2.70 to take away or £2.95 to eat in. That’s cheaper than most supermarket sandwiches. The rest of the menu appeals to all tastes and budgets. There are filled jacket potatoes for £4.50 and a range of baguettes, paninis, quiches, tarts, pasties and steak slices. A recent addition has been the introduction of all-day breakfasts (£6.45) and other brunch-style options. You can wash it all down with one of the many milkshakes, smoothies, frappes, coffees and hot chocolates, although wines, beers and ciders are also available for those in need of something a little stronger, before tackling their shopping. I queued at the counter and collected my numbered flag before grabbing a table. Service was quick and unfailingly polite from smiley staff who genuinely looked like they enjoyed working there and seeing regular customers every day. My well-made mozzarella, tomato and basil panini (£4.20) arrived five minutes after ordering and it was blisteringly hot, with strings of melting mozzarella oozing out on to the blue napkin. To follow, a coffee and walnut muffin (£1.85) was light, moist and crumbly, with a swirl of coffee buttercream on top and a pleasing crunch of walnuts throughout the mix.
W
Broadmead
ith its vibrant mix of high street stores, 100 independent shops, mouth-watering eateries and up-market bars, Bristol Shopping Quarter offers the ultimate shopping experience. Made up of four key areas; Broadmead, The Galleries, Quakers Friars and Cabot Circus, Bristol Shopping Quarter has something for everyone, and this summer there’s even more on offer, with a fabulous line-up of summer entertainment and a few lost sheep to track down. The pedestrianised streets of Broadmead have been welcoming shoppers since the 1950s, after the Old City was bombed out in the Bristol Blitz. The area had started to look a little tired after the recession hit, but a recent facelift has brought shoppers and retailers back and this inviting and bustling area is now home to a great selection of national and independent stores. Walk along the Horsefair and all the familiar
48 BUY IT ● ● ● ● ●
big hitters are there, including Debenhams, Marks & Spencer and Bhs as well as the UK’s second largest Primark. There’s also a host of unique independents offering everything from designer labels to limited edition paintings and unique gifts. Opposite M&S in the heart of Broadmead is the three-storey indoor shopping centre, The Galleries. The Galleries was a real crowd-puller when it first opened in the early Nineties, but like the rest of Broadmead it suffered during the recession and a number of the units remained empty for some time. However, a recent overhaul has seen massive improvements; the centre is buzzing and the shoppers have returned, with 10 million people passing through its doors each year. Visiting The Galleries now it’s easy to see why it has returned to favour – it’s home to a wealth of independent clothes and accessories stores offering affordable, contemporary clothing, jewellery, shoes and bags. There’s also the pull of the tried and tested favourites, including Boots, Waterstones, The
Post Office, Argos, WH Smith and TK Maxx. The bright and airy centre, which has its own 1,000-space multi-storey car park, has also seen plenty of well-known stores moving in of late, including Peacocks, Bargain Buys, F Hinds, Pep & Co and Caffe Nero. And if all that shopping makes you peckish, there’s a new food hall on the first floor, with a range of options, from Burger King to noodle bar Chopstix. Across the street from this modern shopping centre is the historic St James Arcade. This stunning Grade II-listed Victorian passageway, inspired by London’s famous Burlington Arcade, had become a forgotten gem in the centre of the city. Now restored to its former glory, the picturesque arcade is home to a wonderful range of independent stores, including the alluring Past Time Vintage Sweets, gorgeous hat shop Milliner’s Guild, vintage dress shop Lady K Loves and blooming lovely florist, The Flowerman. Between Broadmead and Cabot Circus, you’ll come across Bristol’s beautiful Quakers
from Friday, August 7, 2015
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Summary
The Summertime Shopping campaign was a comprehensive print and digital campaign as the details below verify.
Daily Reach
145,000
70,000
61,000
Weekly Reach
212,000
40,000
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Summetime Shopping Summary
Contact
Joanne Collins 07921 686926 joanne.collins@b-nm.co.uk
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