RBH Rebrand The Valley Shopping Park
Eagle One Has Landed
RBH started working with Eagle One in late 2014, having been appointed as PR and retail marketing agency for their Evesham Country Park site following a competitive pitch process.
The multi-million pound redevelopment of the 125 acre country park is one of the most important and innovative retail and leisure destination projects that Eagle One has undertaken.
When we first met with Eagle One, they were at the start of the process to rename and rebrand the country park. This became our first major project and, after extensive audience profiling and research, we came up with a number of proposals for the look and feel of the new offer.
‘The Valley’ was born, with the strapline ‘Shopping, Leisure and Adventure in the Heart of England’. The new identity is set to be rolled-out across all print, digital and social channels in the coming months and we are currently undertaking a wayfinding project to implement signage across the site.
In April 2015 RBH held a press event to unveil the new brand to the media – the reaction and resulting press coverage was fantastic, including a front page feature in one of the local newspapers and multiple radio interviews. We created a website holding page to go live for the event and are currently working on a new website to coincide with the main launch of The Valley later this year.
Phase one of the redevelopment includes an additional 30,000 sq. ft. of retail space and as part of the instruction we produced a leasing brochure and infographic as additional tools for the letting agents to use to help them attract new retailers and F&B. We have already announced two new shops opening soon, as well as Diggerland coming in 2016. We are really excited about unveiling some more new retailers and outdoor activities in the next few weeks and months.
The whole team at RBH is really enjoying working on such an innovative retail and leisure destination with its own unique challenges – plans are well under way for the main launch event later this year and we can’t wait to reveal details closer to the time.
We wanted to find out how it has been for the team working with RBH, so our resident reporter, Holly, interviewed Spencer Gower, Retail Asset Manager for Eagle One. Here’s what Spencer had to say…
RBH: Please introduce yourself and tell us a little bit about you and your role in the business
Spencer: I’m Spencer Gower, I work for Eagle One and I am responsible for the asset management of the retail portfolio we currently own. I previously worked at F&C REIT Asset Management and CBRE Global Investors specialising in shopping centre asset management.
RBH: Why did you need an agency?
Spencer: When I first came on board it was clear that we needed to look at the integration of the whole site in general and how we would promote the finished scheme once the construction of the new retail space was completed as well as how we would deal with the existing name – we had two different names, Evesham Country Park and Love Outdoors and it was clear that it would be difficult to market these and that it would only cause confusion so therefore we needed to create a destination name and hence we needed to bring an agency in to help us with that.
RBH: What made you choose to work with RBH?
Spencer: We had a number of presentations from agencies and when RBH came in to present they were very enthusiastic and had obviously given a lot of thought behind their presentation. They came up with some fantastic ideas and really stood out from the rest.
RBH: Did you have any hesitations before you decided to hire RBH? If so, what were they and how did we overcome them?
Spencer: There wasn’t any hesitation in terms of the ability to do the job and the right fit for us but it was more to do with costs and committing to that after going through a similar exercise a few years ago.
RBH: Where have you seen the biggest impact and/or what has been your biggest success since working with us?
Spencer: It’s the development of the whole process from day one and how The Valley has now come to life. The ideas that have come from RBH have been second to none, the team within Eagle One working with RBH on a daily basis all recognise that – the whole process and the enthusiasm of RBH stands out.
RBH: What is the best thing about working with RBH?
Spencer: I know I keep repeating myself but it’s the enthusiasm of RBH, and also the laid back attitude, in the right way, the informal way of dealing with things and also the commercial approach. You’re not just marketers or just a PR agency you’re also commercially minded as well, which is obviously a huge benefit from our point of view. So you’re not just looking at any one specific thing you are always looking at the wider picture which is exactly what we need.
RBH: How does working with RBH compare to other agencies you have worked with?
Spencer: It’s a difficult question to answer because other agencies that I’ve worked with previously have done different things and been given different briefs, but from a rebrand point of view I undertook a similar rebrand at my previous job and I think the whole process here has been far more professional than other agencies I’ve worked with. Not to say they were bad but you can definitely see the difference.
RBH: Would you recommend RBH? If so, how would you describe us to your colleague, friend or business associate?
Spencer: I would most definitely recommend RBH, I think you get that through my answers! It’s your enthusiasm and attention detail in terms of not just looking at the product here but looking at the effect on the wider area and coming up with things we hadn’t even thought of. Going back to the first meeting, I came away from that thinking “I’ve got a lot to do here” – we hadn’t thought about a number of things that RBH highlighted. For me it’s definitely the attention to detail, you’re also fun to work with and your enthusiasm is infectious.