Faced with shifting shopping habits and increased competition from online retail, a prominent shopping centre in one of the UK’s most affluent regions needed to reassert its relevance. With footfall declining and consumer behaviour evolving, the centre sought to reposition itself as more than just a place to shop - but as a vibrant, experience-led destination that offered value to both national retailers and discerning local shoppers.

We developed a 12-month PR strategy to boost visibility, refresh perceptions and attract footfall. Through a targeted blend of digital storytelling, influencer engagement and traditional media coverage, we celebrated the centre’s unique mix of premium national brands and high-quality local businesses. Campaigns were tailored to appeal to affluent lifestyle audiences, reinforcing the centre’s relevance in a changing retail landscape.

The strategy successfully repositioned the centre as a curated destination, supporting its tenants while driving sustained media interest and community engagement. By aligning messaging with lifestyle trends and local pride, we helped the centre compete not just on convenience - but on experience, identity and quality.