Taking a shopping mall into 
the fashion pages

BACKGROUND

The Trafford Centre is a world-renowned destination, attracting millions of shoppers through its doors every year with some of the best fashion brands all under one roof.

But the business really struggles to gain national media coverage for anything which links it to fashion, one of its core pillars.

Selling square meters and not designer bags, titles had no reason to feature them over any other Malls, even when hosting large scale fashion events.

They needed a moment – something which wasn’t tote bags and pop-up catwalks

THE RESPONSE

  • A world fashion first –  the intu Little Black Graphene Dress
  • Bringing together, fashion’s iconic LBD and Manchester’s very own Nobel Prize winning super material – Graphene for the first time in fashion
  • The dress incorporated smart technology to show the model’s breathing patterns with an LED transmitting a signal from the chest floating on a transparent strip of graphene. It was developed by Cute Circuit
  • Manchester high fashion model Bethan Sowerby modelled the dress
  • Dress was revealed to the world’s media at the Trafford Centre with exclusive interviews with the design team

THE RESULTS 

  • Coverage delivered a reach of 375M with widespread national and regional media coverage including Daily Mail, BBC News, The Guardian, The Sun, Independent, Granada Reports and M.E.N 
  • Campaign was adopted by Department of Trade to showcase ‘Great Innovation’ across the world with posters at airports and embassies and the dress displayed at world trade shows
  • Campaign won PRCA Dare Award for best use of media relations
  • Dress went on a world tour including to other intu shopping centres as well as fashion and art museums.

GREAT IDEAS, BORN IN A BARN

Launching a new concept in co-living

From developing the brand's proposition to delivering a launch programme which tapped into target consumer subcultures featuring IAMDDB and Everything Everything, we took this new concept in co-living from 800+ empty rooms to full in just six months. 

Making a football club famous for food

If you've not seen or heard about Christmas dinner in a cup, you're probably not a football fan! Our PR and social campaign devised to launch Stockport County's new fan zone went viral reaching over 80M people and being shared every 13 seconds at its busiest. Now it's an annual talking point for the media and fans alike. 

Making an apartment building stand-out 

The world of build-to-rent apartments is fiercely competitive one, especially in Manchester. We helped one operator stand-out from the crowd utilising data to improve the product for the customer and create an ownable USP to ensure their re-brand and re-launch delivered cut-through, driving traditional and social coverage.

Building the reputation of a sleeping giant

A complete brand overhaul for a leading property developer which wanted to realise its value. Developing and honing its story, creating a new website and using tacticial communications to maximise its corporate profile, helping to generate interest from a broad range of stakeholders from investors to councils to future talent.

Helping to establish a tech-based logistics start-up

From developing the brand and how it speaks to customers along with its purpose, to launching the tech to the media, we helped DeliveryApp to disrupt the same-day logistics industry through brand development and PR taking the business from concept to fruition.

 

Taking a shopping mall into the fashion pages

A world-renowned shopping destination, the Trafford Centre struggled to gain exposure in the fashion pages for one of its core product lines, that is until we got creative with nobel prize winning material graphene and the LBD to create a fashion news story which travelled the world.

 

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