Fresh creative concepts
CrownGate, a dual-site shopping centre in the heart of Worcester and part of the Crown Estate, put Severn’s creative juices to the test when it needed to fill empty retail units, re-invigorate car park usage and promote its brand offering to a wider target audience. Severn’s innovative ‘Our Space is Your Place’ centre-wide suite of shop-front vinyls carried the lettings message whilst providing an attractive, aspirational environment for both shoppers and future tenants. All void units were fully let within a year of installation. Parking spaces were perceived to be too small for owners of larger vehicles, so Severn created a striking ‘Drive a Bigger Car?’ ambient media suite, featuring simple graphics and a monotone palette to promote the availability of new, wider car-parking spaces. And to enhance perception of the centre’s fashion and beauty brand offering to target customers outside of the Worcester city catchment, Severn’s on-trend Summer Fashion flyer – brimming with ‘buy-me’ product imagery – and distributed to 44,000 homes, tempted shoppers back in to the centre.