Liverpool
ONE

Click Tap Media Presents

The Story

Liverpool ONE is one of Europe’s leading retail and leisure destinations, set near the city’s historic waterfront. Built around the existing streets of Liverpool, the 1.65million sq ft contemporary open-air complex is a stylish must-visit for those who love to shop, eat, drink and relax. Prior to working with us, Liverpool ONE’s marketing strategy was to place their marketing effort into Q4 during the Christmas period. When we were approached, the client wanted a strategy building that would spread the budget around Q2 and Q3 in order to drive shoppers to Liverpool ONE all year round, effectively creating repeat customers that could return during the busy Christmas period.

The Solution

To reach and engage with audiences throughout the North West, our goals became to:

Develop a blended marketing strategy for traditional and digital media, that would work YOY.
Drive footfall to Liverpool ONE all year round.
Encourage audiences to visit Liverpool ONE from the outer catchment areas in the North West.

The campaign plan began with a focus on four core audience groups for the client, grouped by age, budget and media consumption habits. When our insights overlaid all four audience groups, it became apparent that the main focus was away from the City Centre of Liverpool, and rather, areas surrounding it- which fit into the client’s objective of attracting footfall from outer catchment areas of Liverpool. The campaign strategy then, was to create various touchpoints with digital media, with a mix of different creatives built out by our Design team that would capture the four audiences. This was supported by a fully integrated, ‘always on’ campaign across various platforms with messages specifically reaching each four audiences.