- Background
- Objectives
- Campaign
- Results
Regional TV advertising
Situated in the heart of Cardiff – a city that aspires to become one of the UK’s leading retail centres – Queens Arcade is home to more than 40 stores. It was opened in 1994 and is currently undergoing major modernisation and expansion. A new website will soon be launched.
In 2007, it became a priority to raise the shopping centre’s profile, both within the city and beyond.
- To increase awareness and raise the profile of the centre
- To attract new customers and generate footfall
- To increase sales
A 20-second commercial targeted at 18-24 ABC1 adults ran in the ITV1 Wales region from 1st -14th December 2007. The commercial showed a young girl spending a day shopping in the centre and promoted the range of shops available to cater for her different moods and tastes.
The commercial was shown 39 times over the fortnight of the campaign and achieved 181 TVRs, an average of 4.64. A total of 1,275,954 adults saw the commercial at least once and 373,589 saw it four times or more (source: BARB/Infosys).
"This was the first time we’d been on TV for over 10 years, so we needed to redevelop our whole marketing strategy for the new campaign. The help and service we received from ITV throughout the entire process was second to none. They held our hand from beginning to end. We worked with a production company who produced a high-quality product at a very good price and the results were fantastic. Our footfall was up 20% while most retailers in Cardiff were struggling. Although television is a more expensive option, it was well worth it."
Mark Nott, General Manager, Queens Arcade
Most strikingly, in a month when newspapers were full of stories of struggling high street stores, Queens Arcade footfall was boosted by 20%. In a difficult retail climate, this boost can only be attributed to the ITV1 campaign.