Resorts World Birmingham
Resorts World Birmingham tasked us with updating and refreshing their brand proposition to more clearly and effectively communicate their offer and personality.
Prior to launch, Resorts World Birmingham was marketed primarily as a designer outlet shopping destination. However, the offer changed considerably in the build-up to launch, resulting in a lack of consistency between the brand and the proposition.
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 smashed their weekly footfall target (75,000) with a record 93,000 visitors in one week.
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.