Client partner: St David’s Cardiff
St David’s Cardiff is the biggest shopping centre in Wales and is one of the leading shopping and dining destinations in the UK.
Our work with the centre over the past six years has helped establish the retail brand as a trusted leader in stylish living and the shopping destination for Cardiff, Wales and the South West.
In Spring 2015 we joined St David’s for a brand-modeling workshop. The result was a ‘Look, Think, Speak’ document and refreshed brand guideline. We established the brand positioning of “Everything Everything”. St David’s is the best of everything to everyone.
Its prime location in the city centre and an unrivalled mix of leading brands and dining venues mean St David’s Cardiff needed a two-tiered marketing strategy targeting destination and convenience visits to the centre. This meant an exciting, super-concentrated burst of fashion, food and fun across our whole campaign.
The brief for AW15 was to position St David’s as the must visit destination to pick up all of the latest seasonal trends.
Our work with the centre has always jumped from platform to platform as we manage both online and offline comms. A focus on striking photography has always dominated.
In 2015 we created our first cinema ads for St David’s, and with another first we used multiple models in print executions. Our past creative had created impact with emphasis on one model.
We used multiple models within the same execution to maximise coverage of St David’s offer from high street to high end and appeal to their wide audience
This campaign was also our opportunity bring St David’s to the big screen for the very first time. Research told us cinema advertising would boost engagement with consumers and combat competition surrounding the centre.
We were targeting a broad audience; with core St David’s users aged between 18-65 we really did need to show we could be everything to everyone, no matter their age, background, or style.
Models were carefully cast to ensure we represented the full audience at St David’s, which has a slightly female bias. It was important models were styled to be aspirational, showing St David’s carries the fashion to keep you stylish at any age.
The shoot was a huge undertaking, with five days, 29 crew and more than 800GB of rushes generated. There were two days of TV and fashion stills, and three days of product & food stills. Retailers at St David’s provided product ranging across home, electricals, toys, gifts and beauty ensuring we had the best of the most-wanted list for Christmas.
We stuck with the successful “by St David’s” line across all platforms to reinforce St David’s as the place to go for the best of everything for everybody. Diversity is St David’s strength and something very much at the fore in our campaign, in every respect.