Peel Group | Trafford City
Strategy. Campaign. Advertising. Digital. Print. Film.
The Trafford Centre is one of the largest shopping centres in the UK, covering +2m sq ft, with over 30m visitors a year.
Having grown organically around the retail centre – with Chill Factore, EventCity, and office and residential spaces – the site had become a disjointed offer and missed opportunity.
Following our audit, the strategy was to shift perceptions to the various audiences, across shoppers, leisure visitors, business users, and prospective residents, that the centre was so much more than just for shopping.
We created a brand that repositioned the centre as a destination, speaking to the various audiences in one coherent way. We recommended specific programmes, including a loyalty scheme to incentivise staff to stay and spend.
TraffordCity's rebranding has led to a significant increase in visitors to 44 million per year (pre-covid) and supported plans for the development of new attractions such as a £250m waterpark, a £60m surf centre, 35,000 sq ft NERF Action Experience (HASBRO), hundreds of new homes and office spaces.
The conference and exhibition offer has now become one of the largest in the UK.