Christmas is well under way in Rushmere shopping centre. With extended Christmas opening hours, a special Christmas Gift Card and Christmas offers in many stores there is plenty to shout about. We were delighted to work up a selection of outdoor, on mall, digital and TV communications to support all things Christmas at Rushmere.
Christmas Gift Card and Late Night Opening
The Perfect Gift this Christmas is the Rushmere Shopping Centre Christmas Gift. With endless possibilities, the Rushmere Gift Card can be used in all stores both within the centre and on the retail park. To highlight the new Christmas version of the gift card we rolled out a very festive artwork showing the gift card hanging from the branch of a Christmas Tree. This is live across digital platforms, outdoor hoardings on site, on mall including wrapping a plinth and on the Christmas colouring in books being given out when you visit Santa at his Snow House.
This artwork was such a hit we decided to use this as the template for displaying the Christmas Opening Hours. Displayed on mall on wall frames, we have an updates poster for each week of Christmas to keep customers up to date and aware of the additional hours to complete their Christmas shopping.
Christmas Brand Campaign
Rushmere 2016 Brand Campaign focuses on informing those who have not yet visited the centre of the key offerings of one of Northern Ireland’s biggest shopping centres; Open late nights, over 65 stores and free car parking. Traditionally using the Rushmere colour palette of Blue, Yellow and Navy we decided to tie in with a more festive feel, removing the yellow and including a frosty festive effect for the Christmas edition of the Brand Campaign. This is now live across 48 sheets outdoor advertising in Northern Ireland in addition to our digital channels.
Christmas TV Commercial
Following the success of the 2015 Christmas TV commercial and the Rushmere Brand campaign we took the best of both worlds to create the 2017 Christmas TV commercial. Again adding a frosty festive feel to the current artwork, we used the best bits of the previous commercial along with an animation to highlight the key offerings at Rushmere; Open late nights, over 65 stores and free car parking. The TV commercial went live in NI across UTV and Sky Adsmart for 4 weeks in the run up to the Christmas shopping season. Thanks go out to the fantastic models from our friends at Style Academy and CMPR.
ROI Christmas Campaign
Post Brexit, NI retail experienced an almost immediate increase in cross-border trading, gaining traction only one week after the referendum. We reacted to this news in June by rolling out a campaign focusing on the Euro and how shoppers from the South, could now get more for their money, whilst still communicating Rushmere’s key offerings using the creative from their brand campaign: open late nights, over 65 stores and Euro goes further.
To remind all those who visited in the weeks after Brexit we targeted a similar Christmas edition of the brand campaign in Monaghan, Cavan and Dundalk. Using radio, press, outdoor and digital, the brand messaging with impactful distance messaging to drive home how close residents were to Rushmere. For consistency, the core look and feel of the artwork mirrored the 2016 brand campaign, also using the same VO artist as heard in the Rushmere brand TV commercial.