It’s always a great feeling to learn that our painstaking creative and strategic efforts have made a real difference.
I’ve just found out that our It’s in Nottingham campaign, designed to let people know what a great place Nottingham is for shopping, has had a really positive impact on the city and given a huge boost to members of the retail Business Improvement District (BID).
Footfall for December was up by 7.5% compared to the same time last year, outperforming other towns and cities which saw a smaller rise of 5.1%. And better yet, November saw an increase of 10% from 2010!
Back in July (after winning the pitch against several other national agencies), we were asked to create a brand proposition that would place Nottingham firmly on the map as the retail capital of the East Midlands. And so “It’s in Nottingham” was born! Not just a brand but a call to action.
A comprehensive, integrated campaign was launched, creating in the region of 10 million opportunities to see/hear our messages. This created a really strong platform in the run up to Christmas (hence the brilliant footfall results), from which we can now launch our campaign for the whole of 2012.
If you’ve not been, go and take a look, you won’t be disappointed. Make sure you don’t miss the flagship Paul Smith store, it’s where he’s from you know.