Castlepoint - Live
Summary:
Castlepoint employs over 2,5k people and it‘s currently the LARGEST SHOPPING park in the UK with a total development of 41 Acres. It is visited by over 3M shoppers every year, strives to continue developing a very green profile and is proudly supporting the Community of Bournemouth including schools, charities, and local Institutions in many concrete ways.
Castlepoint drafted us to revamp their digital presence with a new website helping to reposition the centre as more aspirational, elegant and fashionable. As part of the new scope of work, we helped design and develop a 20-page website, lifting Castlepoint’s profile as a more upmarket centre. Overall, we believe that the 3-month effort to build an excellent website will help the centre grow its footfall and achieve marketing objectives.
Target:
3m people visit us every year: our core target is 55+ and young families with toddlers. Additionally, we target teens and young professionals with good disposable income.
Positioning:
We aim to reposition Castlepoint by lifting the profile and moving away from the perception of mainly a DIY/supermarket retail park to a fashion and shopping destination. Our new positioning has to be more aspirational, elegant and fashionable although not too sophisticated and winking at the lifestyle and laid back atmospheres of the south coast with a tiny little “poshness” of Dorset.
Style:
Minimalist, aspirational lifestyle, optimistic, cheerful, stylish but not sophisticated, slightly ironical, traditional bon ton.
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