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CASE STUDY:Westfield & Grazia form a recession proof partnership

Provided by Time Inc. UK
Europe's biggest shopping centre launched into the middle of the worst recession in 20 years, with great success.

What was the Challenge / Background of the Campaign?

To drive Westfield's desired audience of influential London women through their doors, Arena BLM aimed to ignite word of mouth using Grazia's proven strengths. Grazia produced a Westfield editition and their editorial team set up camp in the shopping centre, allowing shoppers to integrate with the magazine production process. Retailers at Westfield also offered discounts to readers of Grazia. Success stories included PR, awareness, redemption, footfall and a ROI of £18 for every £1 media spend. Find out more...

What was the Campaign Objective?

Wesfield needed to be established as a brand and muster interest and excitement. More importantly, a huge number of customers needed to be driven through the doors.

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BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kAffluent ABC1 women - footfall in excess of 1 in 5 Londoners
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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