Adam & Eve readies campaign for opening of upscale shopping centre Westfield London

by Jemima Bokaie, Marketing 01-Sep-08, 09:54

LONDON - Westfield London, the £1.6bn shopping centre due to open in West London in October, is launching a major marketing drive this month aimed at affluent West London shoppers.

The campaign, created by Adam & Eve which won the account in March, will position the site as a premium shopping and leisure destination. It will encompass regional TV, press, outdoor and digital advertising and will have a strong focus on the development's high-end fashion offering.

A direct marketing drive will launch next year when the campaign will be extended to target high-spending tourists.

Arena BLM, the media agency bought by Havas in January, has set up its first stand-alone press department, after beating Universal McCann to the brand's £3m media account earlier this year.

CBS Outdoor handles the estimated £60m internal advertising contract for the business. It signed a seven-year contract last month to manage advertising 110 57-inch LCD screens and 3 large format screens on the site.

Westfield London is part of Westfield, the world's largest retail property group, with a portfolio of 119 shopping centres in Australia, the US, New Zealand and the UK.

For full analysis of Westfield London see tomorrow's Marketing.