Freeport shopping centres hands integrated brief to Beechwood

by Ben Bold, Brand Republic 12-Sep-05, 07:00

LONDON - Freeport has appointed integrated agency Beechwood to handle marketing for the £16m relaunch of two of its shopping centres in Essex and Lancashire.

Beechwood won the £4m business without a pitch, on the basis of its existing relationship with Freeport parent Realm. Freeport's advertising was previously handled by RPM3.

The agency is working on a variety of marketing activity for Freeport, which is due to commence in early 2006. As well as direct mail, point-of-purchase and digital marketing, Beechwood is also tasked with creating TV and press advertising.

The emphasis of the direct mail activity will be to develop Freeport's customer relationship management programme by encouraging shoppers to join an online membership scheme.

The campaign will also include a "substantial investment in online search marketing" and Beechwood is working on updating the two centres' websites.

John Wood, managing director of Beechwood said: "We have worked with Realm for several years now on five of their other outlets and we are looking forward to relaunching the Freeport sites."

Media planning and buying is unaffected by the marketing review and will be retained by Booth Lockett Makin for the Freeport's Braintree, Essex branch and TCS Media North for its site in Fleetwood, Lancashire.

The makeover of the Freeport shopping centres includes remodelling and the introduction of quality brands.

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