Trinity Square in Gateshead is one of the North East’s newest shopping and leisure centres… with everything from big name retailers, coffee shops and restaurants to a cinema, gym and even residential areas. Despite all this, the centre was felt to be underperforming and the Guerilla team was approached to help the marketing team promote the centre.
It quickly became apparent that the brand lacked individuality and recognition – so we set out to create a distinctive, confident and bold identity with a personality the was bright, cheeky and punchy, with the intention to make Trinity Square synonymous with shopping in Gateshead town centre – without trying to compete with the nearby MetroCentre or Eldon Square… “Think Gateshead, Think Square”
We worked closely with the Centre’s marketing team to maximise budgets, coordinating bursts of outdoor media, local press advertising, events and seasonal campaigns, sharing news stories with local press and broadcast media and establishing a strong online and social media presence.
Trinity Square reported a 16% increase in footfall against the previous year, engagement rose dramatically on the Trinity Square twitter page as followers increased by 30% within six months. And our PR push saw advertising value equivalency increased by over 50% as we achieved some great coverage in both local and national publications.
“Trinity Square has consistently outperformed national footfall benchmarks over the last few months. For example since the start of October 2015 they have averaged +9.2% year-on-year compared with the Experian average of -1.8% in the same period. The centre has also outperformed Savills internal footfall benchmarks. It is a testament to the hard work of the management team who constantly strive to give shoppers a great experience at Trinity Square.”