Five fabulous years of Chapelfield - media relations
"PSPR delivered more than we ever could have hoped; the relationships they have developed over the past three years really paid dividends. PSPR's creativity, tenacity and attention to detail generated a fantastic return on our PR investment."
Sheridan Smith, Marketing Manager, Chapelfield Shopping Centre
client
Chapelfield is one of the East of England's largest and most prestigious shopping centres, with more than 90 shops, cafes and restaurants.
challenge
Despite attracting a prestigious mix of retailers and seeing a steady rise in footfall, Chapelfield has not always been perceived as positive for Norwich. In 2006, a year after the centre opened, the Norwich Evening News led with a 'Chapel-failed' headline. In 2010, to mark the centre's 5th birthday, Plain Speaking PR was asked to devise a celebratory PR campaign that would lay the ghost of 'Chapel-failed' to rest, once and for all and help to increase footfall, year-on-year, by 10%.
approach
We took a very focused approach to media relations for the 5th Birthday campaign, selecting the most appropriate media to reach the widest possible number of existing and potential Chapelfield shoppers. We researched and pitched news and feature angles to the editors of our key target publications, offering exclusive information that demonstrated the centre's impact on the region. We provided sufficient planning time to ensure the best possible coverage and worked closely with media colleagues to provide in-depth background data and facilitate interviews and photography.
results
By engaging the media effectively, we secured two extensive media partnerships with key publications. 27 pieces of positive editorial coverage were generated within a three week period and the client's return on PR investment was 40:1. Most importantly the average increase in visitor footfall to the shopping centre during the period of the 5th Birthday campaign, year on year, was 12.6% - exceeding our target.
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