Resorts World Birmingham
We rebranded Resorts World Birmingham as the destination that went ‘Beyond outlet shopping’. Bus rears, roadside 48-sheets, rail sheets, street talk, digital OOH, Facebook, web advertising plus extensive POS and a brand new website were all in the media mix. Shortly after the rebrand and on the back of a comprehensive media schedule, Resorts World Birmingham experienced record footfall numbers, up 24% on target despite a national decrease in retail footfall figures.
We created this fun TV ad as part of a full Christmas media schedule to demonstrate how, with 70% off outlet shopping, people could get more for the ones they love and make the most of the festive season. The 30-second spot was supported by bus advertising, street talk, press ads, 96-sheets and a full digital programme, all targeted at consumers within a 30-minute drive-time – raising footfall by 75% and also awareness across the region.