Project Details & Aims
Merry Hill is a top ten UK regional shopping centre, covering over 2 million square feet. It sits within a wider leisure estate, including an attractive waterfront canal, an appealing f&b offer and a cinema. Formerly an intu centre, Merry Hill relaunched a new vision for the centre alongside substantial investment.
The project objectives included research and analysis of the regional market to inform the transformation plans, an updated brand and place strategy, strategic stakeholder engagement and national, industry and regional PR to ensure an effective roll-out of the centre vision to consumers in the region, and to attract new brands.
Working in collaboration with Javelin on the research and analysis, and Portland Design on the place brand and experience masterplan strategy, Coverdale Barclay delivered the first phase stakeholder engagement and media relations for the project. This included stakeholder mapping to identify priority stakeholder groups, and the most effective means of engagement, key messages to inform the marketing, an integrated PR and social media strategy, and national, broadcast and retail and leisure media relations to keep audiences informed of the plans for the centre and attract target brands. Working in collaboration with the centre’s asset manager, Savills, Coverdale Barclay also delivered the stakeholder re-launch event and delivered the industry launch campaign in-line with Completely Retail Marketplace.