The Grafton Centre, located in the heart of Cambridge, houses a variety of brands, cafes, restaurants and an eight screen Vue cinema. The shopping centre wanted to launch a range of seasonal campaigns and one part of the integrated campaign included a seasonal advertising campaign that would be used throughout the Centre and the city.
To start, we researched the two key target markets; families and fashion-focused women. The persona research was used to formulate the concepts. Using eye-catching photography, colourful icons and creative copy, the campaign was launched across the city centre and beyond.