Halogen shops big for East Kilbride

Retail property marketing specialist Halogen is the force behind the major trade campaign to promote East Kilbride - Scotland's largest shopping centre. Land Securities and British Land own East Kilbride in a joint venture as the Scottish Retail Partnership, and appointed Halogen in July 2006 to devise a new attention grabbing campaign to promote retail opportunities at the scheme which comprises 1.2 million sq ft of retail floorspace in 250 retail units

Halogen devised a strategic campaign that fitted into the retail property calendar and ensured maximum impact for key messages across online and trade press advertising, floorplans and direct email, before moving on to launching a new scheme brochure to be mailed out ahead of the BCSC Annual Conference & Showcase in Manchester. The campaign is memorable for its black and white photography using a male and female model, active arm gestures and vibrant green background as well as clear and clever headlines. Further activity is planned in early 2007 to ensure that clear consistent messages about the project continue to reach a targeted shortlist of retailers identified by joint agents GVA Grimley and McParlane & Co

Dan Innes, Director at Halogen, heads up the EK marketing and commented "We have achieved 100% recall in the market for the ‘shop BIG’ campaign since our first push in July and received extremely positive feedback from both the client and agents. The EK team is now well prepared for a busy BCSC and MAPIC with a strong set of marketing collateral at its disposal. We look to continue this relationship into 2007.” Halogen also handles media relations for the project, and liaises closely with the communications team at Land Securities and British Land to maximise awareness and benefits from spin-off opportunities

16 October 2006