Bluewater - Media Buying & Planning

Background

Three years ago Bluewater approached Bluetiger and asked us to pitch against two other top grade London media companies for their media account.

The Brief

The brief was to sustain Bluewater's position as brand leaders in an ever changing competitive market with westfield launching their White City Centre and their Stratford City Centre following soon after. A long term 3-5 year plan was required, not a short term fix.
This was to be achieved working to a strict budget and was to include media deals that would develop over the years giving Bluewater the edge on their competitors.

The Solution

Bluetiger immediately streamlined the bluewater media by redrawing the catchment area inline with bluewaters own research and matching it with powerful media that ensured maximum impact and no wastage.
TV advertising was aimed at a tighter market than the broad target that had been bought before and in particular specific programming was secured to match the bluewater needs and targets.
Each media was selected to do a specific job whilst working to the overall campaign target. Outdoor worked alongside tv to get across the prime message and was used to reach the areas where tv was not viable.
Radio was used tactically for specific communications like opening hours and Christmas light switch on. A highly targeted digital campaign carefully planned to work with the traditional media and using new online techniques kept bluewater ahead of their competitors.

The Result

Footfall increased to a record 28.1 million confirming bluewater as number one in the uk despite the snow and the poor economic climate.
new target areas were identified, reached and research shows that customers are coming from these areas.
dwell times increased and new opportunities within the media marketplace were identified for future campaigns.