Robson Brown has won a 7 figure contract to devise and implement a marketing campaign for Manchester’s Arndale Centre.
The shopping centre has undergone major work since the Manchester bomb and has included a £150m development programme by owners Prudential.
Robson Brown has been working with the centre for six years and they’ll be using television, radio, online and outdoor media; the first commercials are being broadcast on Granada.
"Inspired by Spielberg’s 1977 film, Close Encounters of the Third Kind, we shot the TV commercial using a pulse which radiates from the centre and draws people to Manchester Arndale from all over Europe," explained Nick Carter.
"The shoppers emerge from their Arndale experience looking stylish, confident, and almost heroic, with the pulses emitting from above their heads. This is the ‘Arndale effect’!"
The 'pulse' spells out "ARNDALE" in Morse Code, presumably to hit the affluent cub scout market.
"We were highly impressed with Robson Brown’s expertise within the retail sector. As well as devising a stunning creative strategy, they have delivered a clearly targeted and inventively planned media itinerary," said Arndale’s general manager Glen Barkworth.
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