The Rock Bury
Project informationv
Marketing campaign to attract consumers to the largest retail destination to open in the UK in 2010. The Rock provides a town centre extension for Bury in Greater Manchester offering a spectacular retail, leisure and entertainment destination.
This followed the brand development and trade marketing campaigns using multiple channels that delivered a highly successful leasing campaign.
Retailer quotes include:
Debenhams:
"From a starting point we have exceeded expectations and its really exciting that we're just starting to tap into the potential."
Top Shop / Top Man:
"Better opening than we ever thought, customers are delighted with the change in Bury, bigger hops, better stock and a much nicer shopping experience."
Costa:
"A very good development and we're lucky to be part of it."
DS.Emotion continue to support The Rock in their integrated consumer marketing.
Bury.
Project informationv
Bury is a town in Greater Manchester, England. It lies on the River Irwell, eight miles north-northwest of Manchester
city centre. Bury is surrounded by several smaller settlements which together form the Metropolitan Borough of Bury.
Bury has a resident population of 180,000 with 272,000 residents within a 15 minute drive. Historically a part of Lancashire,
Bury emerged during the Industrial Revolution as a mill town centered on the textile industry.
Bury is regionally notable for its open air market, which attracts 12 million visitors a year. Its popularity has been
increased since the introduction of the Manchester Metrolink tram system, which terminates in the town centre.
Bury was failing to attract the level of inward investment required to create jobs and retain its catchments population,
regularly losing out to Manchester city centre and The Trafford Centre. We were approached to help Bury define their unique
proposition and develop a compelling brand.
Portman Village.
Project informationv
We were approached by Portman Village’s PR agency to reconsider the branding prior to a fresh concentration on
the area by The Portman Estate. We undertook an internal review of the area, based on our experience in place
making and concluded that a more contemporary application was required, along with a full set of brand guidelines
for the consistent application of the brand. We also worked with the PR agency to construct a year long marketing
budget that would deliver the plan – namely, to establish Portman Village as a single entity in the minds of target
audiences – both trade and consumers.
To date we have rolled out a suite of literature, a consumer website and supported a program of events that have
succeeded in driving footfall to the village.
Furthermore, after a continued drive, there have been new lettings with a further few in the offering which will
reduce voids and improve the offer.
Our task going forward is to continue to unite the occupiers and the streets with the launch of the 'PV Club'
(which encourages cross selling and repeat visit by way of information, news, events and special offers) and
continued roll out of the brand into the consumer market place.
Thorpe Park.
Project informationv
Thorpe Park is the Yorkshire regions largest business park with a planning consent for up to 1.8 million sq.ft.
Currently with 650,000sq.ft space built and occupied by 4,500 people. On site facilities currently include a four star
hotel, Italian restaurant, sandwich shop, crèche and the UK’s greenest building. There are on- site cycle and running
tracks as well as amenity space and we have established a number of on site activity clubs.
Appointed, when Thorpe Park was a green field with no motorway access, to create the brand proposition and vision for
the park through marketing activity. We are now in our tenth year of being the retained agency, having gone through
three changes of ownership. We have recently launched the vision for the next phase of Thorpe Park, which once again
will push innovation in business park design and creation.
Thorpe Park is still the one to beat in the Yorkshire region and beyond. It continues to attract premier companies
including Atkins, BAM, Coors and GE Money.
Carnaby Street.
Project informationv
Carnaby in London’s West End is more than just a 'Street'. It’s one of the most important districts in
the West End, flanked by Oxford Street to the north and Regent Street to the west. It also hosts some of
the world's most innovative fashion brands and represents London’s ability to set trends, be at the
forefront of the fashion industry and attract an expectant audience from all over the world.
Six years ago however, Carnaby had 'personality' issues. The area had become a tourist trap, the cutting
edge fashion stores had all but left and the audience were left wondering what and who had made this destination
so famous.
In Spring 2004 Shaftesbury plc, the owners of Carnaby approached DS.Emotion to help. "Carnaby has lost its mojo, and we want it back."
DS.Emotion, having had extensive experience in brand positioning and re-positioning of retail and leisure destinations naturally
jumped at the chance of re-branding one of the worlds most famous destinations and we set to work carrying out our unique Active
Branding workshop process.
Our brand workshop for Carnaby was perhaps one of the most off the wall to date. Held in a pub we set to work tapping ideas and
inspiration from some of the most influential property, PR, fashion and business people in London.
The re-branding of Carnaby subsequently rolled out, initially to a business audience to attract key tenants that would help to
shape the profile of this great place. Later, to the consumer to bring them back, inspire them and get them to tell their
friends - social marketing did exist in those days!
Today we believe that Carnaby has truly got its ‘mojo’ back and if you don’t believe us go and have a look for yourself.
Arundel Square.
Project informationv
We have been working with the bespoke residential developer since 2005 - during a key stage of their transformation
from niche player into a respected British property brand with significant investment from Bank of Scotland and
Chelsfield Partners.
Londonewcastle build and market innovative, bespoke developments in key residential locations across Central and Greater
London with the aim of achieving sales values in excess of 10% higher than their competition. In the words of The
Evening Standard's Homes & Property, "Londonewcastle has captured a slice of the market un-served by big
housebuilders – boutique apartment schemes that appeal to design conscious people who want individuality and exclusivity."
DS.Emotion harness this vision by creating individual development brands and bespoke marketing campaigns that complement
the Londonewcastle brand and create differentiation in the market. A recent campaign designed and executed
by us delivered nearly £3million of sales within a 4-week period. Rohan Ames, Marketing Manager at Londonewcastle
commented: "Nice to see some return on investment."
With sales of phase 1 now almost complete – despite the building and feature gardens being unfinished – and at values
at or close to the asking prices - we are set to roll out a series of focused sales and marketing campaigns throughout
key selling periods in 2010.
Wellington Place.
Project informationv
Wellington Place is a 2,000,000 sq.ft. city centre mixed use development that will create an outstanding
new urban quarter for Leeds. The masterplan provides for 1.15m sq.ft. of offices, 500+ apartments, 100,000 sq.ft.
of retail and leisure and 100,000 sq.ft. of hotel and cultural accommodation plus significant public realm to
include a new town square and urban beach.
Appointed by MEPC to undertake the brand creation and marketing campaign we took the client and their consultant
team through the DS.Emotion Active Branding process. Not only did this help to establish the brand proposition
it also helped to shape the scheme itself.
This brand has manifested itself in many ways from printed collateral, on line to a promotional movie and
on site physical sales and marketing presence, in the form of a marketing suite created from reclaimed ships containers.
Wellington Place has attracted leading brands including Allianz, Crowne Plaza, Irwin Mitchell, PriceWaterhouseCoopers,
Regus and RSM Bentley Jennsion.
Restaurant Bar & Grill.
Project informationv
Launching this prestigious restaurant brand to Leeds along with sister brand Piccolino DS.Emotion were
commissioned to position the famous Manchester brand amongst the finest places to dine in Leeds.
Owned by the Individual Restaurants Company, The Restaurant Bar & Grill serves great, simple dishes in a
modern and stylish environment. Attracting critical acclaim, both locally and nationally, and with a frequent
mix of famous faces, professionals and shoppers.
The key aim was to tap into the active Leeds social scene and produce campaign material that featured photography
of the interiors as well as producing launch materials such as advertising, brochures, menus and even cocktail lists.
Nicholas Deakins.
Project informationv
Nicholas Deakins was established in 1991 by Craig Nicholas Tate, a fashion and
textile student who saw a gap in the market. His several reputable brands now are a leading light in the world of
men's footwear and clothing.
Over the past several years DS.Emotion have worked with Deakins to help make Tates intricate designs become a
reality - by creating his ideas in a design format that can be used to create the product.
Trinity Leeds.
Project informationv
Trinity Leeds, Land Securities forthcoming prime retail and leisure destination will transform 1million square
feet of Leeds' city centre core to create one of the most exciting shopping experiences in the country.
DS.Emotion - who hold a prestigious place on the Land Securities UK agency roster - were appointed to work with the
marketing team to create engaging campaigns that reflect the unique nature and quality of the scheme.
Boutique cinema operator Everyman – who will be making its northern debut at the landmark scheme - signals the calibre
of leisure and retail operator the development is attracting.
Following initial brand definition work using our proven Active Branding process we instigated a creative B2B marketing
campaign, commencing with the development of brand identity, advertising and high profile on and off line marketing.
Sport England.
Project informationv
On a special commission from Sport England DS.Emotion working with Sport England's marketing team were
asked to create nutritional food guides for the countries top athletes.
Sport England is the government agency responsible for building the foundations of sporting success, by creating
a world-leading community sport system of clubs, coaches, facilities and volunteers.
The guidelines offering easy to use menu options for potential Olympic athletes were circulated throughout
the countries finest training academies.
Residence-6.
Project informationv
DS.Emotion were appointed at the brand conception of what is now Leeds' only five star city centre property.
Located in the heart of the city centre, in one of Leeds' landmark buildings, Residence Six reflects the ultimate
expression of comfort and refinement in their luxury apartments and provides a refreshing alternative to a five star hotel.
DS. Emotion were appointed to create a name for the business as well as develop a brand identity, website and marketing materials.
Our commission also meant that we worked closely with Highstone Group in extending the brand into the luxury interior of the
building through signage and finishes.
Caldene Clothing.
Project informationv
Caldene Clothing owned by Matchmakers International Ltd is one of the most successful
equestrian clothing brands in the country.
DS.Emotion who also represent Matchmakers on their equestrian ranges Harry Hall, Masta, Cottage Craft and Tottie clothing
were appointed to create a new brand model that represented the premium Caldene range.
The task for the brand was to create differentiation between Matchmakers complementary brands that provide clothing
for various age groups and budgets, while positioning Caldene as the premium brand of choice amongst European audiences.
Working with Ellen Whitaker, the British Show Jumping Champion, DS.Emotion have created advertising campaigns and marketing
material that have delivered significant exposure and results for the client across European markets.
Skybet.
Project informationv
DS.Emotion working directly with Sky Bet were responsible for all client direct marketing communications throughout a designated
campaign period spanning over 12 months. The strategic and tactical campaign creative worked into the above-the-line advertising
activity Sky Bet were carrying out at the time.
Given the sensitive nature of the information being mailed DS.Emotion had to work within the strict CRM processes employed by
the client, while integrating related betting account information into highly personalised communications. The DM campaigns carried
out were mailed traditionally as well as being sent digitally.
Eden Shopping Centre.
Project informationv
High Wycombe is the largest town in Buckinghamshire with a population of 95,500. Although surrounded by
one of the most affluent catchment areas in the country, High Wycombe suffered from severe leakage to
other destinations including Watford, Uxbridge and Reading.
It also suffered from a lack of awareness and understanding of its potential for inward investment from major
retailers and leisure operators. Working with our client and Wycombe District Council we developed a brand
proposition for the regeneration of High Wycombe, led by significant retail and leisure investment.
The brand proposition was conceived to excite and inspire potential occupiers and we were part of the team that
presented to House of Fraser in order to convince them to invest in the town. This was the anchor that proved
to be the catalyst for regeneration in the town.
The ensuing marketing campaign we delivered continued the success, with Eden being 87% pre-let a year prior to
opening and ultimately delivering footfall in excess of benchmarks, despite the recent challenges in the wider
UK economy. DS.Emotion has been retained for the third year post-opening for the trade and consumer
marketing activity, ensuring that we continue to build on the established footfall and consumer loyalty achieved
in previous years.
Tottie
Project informationv
DS.Emotion have recently completed the re-design of the tottie.co.uk website for their long term client; Matchmakers International.
This was a front-end design that was developed into the existing back office framework produced by Athernet Web Solutions.
In addition, DS.Emotion completed the development of a manageable emailer system for Tottie that followed the same branded design principles.
Following the ‘go-live’ of these digital marketing tools, we have now been asked to provide similar web services for the Matchmaker portfolio brands.
York Fitness
Project informationv
The brief: -
To reposition the brand creating a broader understanding as to what York Fitness is about, considering the values, services and overall offering. The message needed to have an emotional link with the consumer and position York Fitness as the name synonymous with fitness and self improvement.
How we measured its success: -
We are in the process of delivering an integrated campaign, from brand guidelines, product packaging, promotional items, stationery, trade and consumer
Toronto Square
Project informationv
Highcross since March has attracted four new occupiers to Toronto Square, including specialist healthcare law firm Capsticks which took 4,441 sq ft for its first Leeds office; Bowman Riley, the architects for the scheme, which has taken 1,456 sq ft, independent town planning consultancy, Indigo Planning, which has moved into 2,595 sq ft office space on the sixth floor and 3,619 sq ft to global insurance broker, Willis Group.
The materials used within this campaign were regular emailer announcements, web site, brochure, on-site event and advertising.
www.torontosquareleeds.co.uk
Wellesley
Project informationv
Submission book and branding for preferred developer status for Aldershot,
one of the most significant housing developments in the south of England.
The brief:
Turn a standard submission document into
a piece of high quality communication
that reflects the brand that Grainger aim to
deliver through the development.
In producing the branded materials
we created a brand identity for the
development that is now being considered
for use as a place name for the future.
How we measured its success:
The high quality submission was reported
as one of the key reasons our client won
the pitch.
Grainger Plc have now appointed
DS.Emotion to work on further projects and corporate work – watch this space!
