Halogen masterminds PR behind Atrium opening
Halogen co-ordinated a successful media relations campaign to support the first phase of the opening of The Atrium, Crest Nicholson Regeneration and Standard Life Investments’ shopping, eating and entertainment centre in the heart of Camberley, Surrey
The opening of the leisure element of the scheme on 14 November 2008 was covered extensively in selected local and regional press, including securing front-page coverage in the local paper in the weeks leading up to the opening. Halogen also gained coverage on key regional radio stations, arranging presenter site visits and interviews with key development personnel
The success of the consumer campaign was apparent on launch day with hundreds of people queuing to enter The Atrium ahead of the doors opening
Through the relationships that were developed, Halogen successfully managed the centre’s phased launch, ensuring all coverage clearly explained when to expect particular facilities to open
In addition, by working closely with The Atrium’s new tenants, Halogen gained further coverage for the centre - securing press and live radio interviews with senior staff of the centre’s key anchors Vue and Bowlplex
Halogen also managed media relations with trade press and gained exposure in a number of key publications including Property Week and Retail & Leisure International
Once all the facilities have opened, The Atrium will bring restaurants and cafés, a nine-screen cinema, bowling complex, gym and additional shopping to the heart of the Surrey town
Linda Welch, Director of Halogen commented:
“The Atrium’s opening PR campaign has been a great success. This is another example of how Halogen’s strategic approach and ability to work with other agencies and partners can deliver real results for clients - this was demonstrated by the number of people who attended the opening.”