7
Campaign Overview SUMMER TIME SHOPPING
Campaign Overview
SUMMER TIMESHOPPING
Six week campaign with print, online and social media
De-brief ContentsSummer 20153 Bristol Print campaign
4 Digital campaign
5 Editorial
6-7 Summary
2
Contents
Over a six week period – July 20th to August 28th – we delivered a campaign spanning fi ve newspapers and the Bristol Post, Western Daily Press, Bath, Somerset and Gloucestershire websites.
The campaign objective was to present the Bristol Shopping Quarter as a Summer Shopping destination with the vast array of cafés and restaurants to enhance the experience.
Summertime Shopping campaign was promoted through print and digital creatives and also social media.
Total investment of campaign: £22,000
3
Bristol Print Campaign
Bristol Print CampaignAim to show Bristol Shopping Quarter as the ultimate Summertimeshopping destination.
SUMMER TIME SHOPPING@bristolshopping
bristolshoppingquarter.co.uk
Bristol Shopping Quarter is proud to be partof the Grand Appeal’s Shaun in the City trail
Free children’s activities in Broadmead and TheGalleries on Saturdays 1 & 15, 22, 29 August
SUMMERTIME
SHOPPING
Bristol ShoppingQuarter is proudto be part of theGrand Appeal’s
Shaun in theCity trail
Free children’sactivities in
Broadmead andThe Galleries on
Saturdays 1 & 15,22, 29 August
br is to l shoppingquar ter.co.uk
@bristolshopping
Over 500 shops, cafés and restaurantsin Bristol city centre
Designer brands and highstreet fashion
More than 90 uniqueindependent shops
Car parking withspecial shoppers’prices
SUMMERTIMESHOPPING
@bristolshopping
br is to l shoppingquar ter.co.uk
Free children’s activities inBroadmead and The Gallerieson Saturdays 1 & 15, 2229 August
Bristol Shopping Quarteris proud to be part of theGrand Appeal’s Shaun inthe City trail
SUMMERTIME
SHOPPINGOver 500 shops, cafés andrestaurants in Bristol city centre
Designer brands and highstreet fashion
More than 90 uniqueindependent shops
Car parking with specialshoppers’ prices
br is to l shoppingquar ter.co.uk
Bristol ShoppingQuarter is proud to bepart of the GrandAppeal’s Shaun in theCity trail
Free children’s activitiesin Broadmead and TheGalleries on Saturdays 1& 15, 22, 29 August
@bristolshopping
SUMMERTIME
SHOPPING
@bristolshopping
Over 500 shops, cafés andrestaurants in Bristol city centre
Designer brands and highstreet fashion
More than 90 uniqueindependent shops
Car parking with specialshoppers’ prices
br is to l shoppingquar ter.co.uk
Bristol ShoppingQuarter is proud to bepart of the GrandAppeal’s Shaun in theCity trail
Free children’sactivities in Broadmeadand The Galleries onSaturdays 1 & 15, 22,29 August
Digital CampaignThe digital advertising worked to compliment the print adverts seen in the regional titles. It also reached people who don’t use our print titles, and those living out of our print catchment areas.www.bristolpost.co.ukwww.westerndailypress.co.ukwww.bathchronicle.co.ukwww.gloucestershireecho.co.ukwww.gloucestercitizen.co.uk
Total number of impressions delivered:402,064
4
Regional Digital Campaign
Targeted campaign:
3398 clicks to your website
21% hover rate this shows us how people interacted with your advert without a need to click through. This percentage is well above the average of 8.25% so demonstrates that the artwork was well informed.
We now have stats to help us with your cam-paigns in the future including best days to focus on and times of days.
We used an optimised campaign to target your ideal demographic.
Digital Campaign
5
Editorial & Photos
Great value in theheart of Broadmead
Apart from the thick black beams onthe ceiling, there are very fewreminders of the building’s ageonce you step inside Azuza.
The Merchant Tailors’ Almshouse in theheart of Broadmead certainly pre-dates TheGalleries shopping centre, which openedaround it in 1991. The origins of this imposingearly Georgian building actually go back toaround 1399, when the Guild of MerchantTailors was founded on the site.Since then, it has been a weights and
measures office, a bank, a pub and a successionof cafes.In 2009, it was taken over by BristolianMark
Gent and his Chippenham-based businesspartner, Andrew Moyes, and it re-opened asAzuza. They refurbished the building,including the first-floor, which had previouslybeen closed for years.Over the past six years, Azuza has built up a
loyal trade from shoppers and local officeworkers, despite increased competition fromother outlets, including Caffe Nero, whichrecently opened next door.There was certainly no sign of customers
migrating when I visited last Tuesday lunch-time. The place was packed at noon, with alarge queue snaking around the counter.With two entrances – one in The Galleries
itself and the other in the pleasant courtyardarea – it’s a busy, bustling place comprising anL-shaped eating space downstairs and a morerelaxed first-floor area.
A central fridge is well-stocked with “handcut” sandwiches (as opposed to what, “footcut”?) and they are competitively priced at£2.70 to take away or £2.95 to eat in. That’scheaper than most supermarket sandwiches.The rest of themenuappeals to all tastes and
budgets.There are filled jacket potatoes for £4.50 and
a range of baguettes, paninis, quiches, tarts,pasties and steak slices.A recent addition has been the introduction
of all-day breakfasts (£6.45) and otherbrunch-style options.You can wash it all down with one of the
many milkshakes, smoothies, frappes, coffeesand hot chocolates, although wines, beers andciders are also available for those in need ofsomething a little stronger, before tacklingtheir shopping.I queued at the counter and collected my
numbered flagbefore grabbing a table. Servicewas quick and unfailingly polite from smileystaff who genuinely looked like they enjoyedworking there and seeing regular customersevery day.My well-made mozzarella, tomato and basil
panini (£4.20) arrived five minutes afterordering and it was blisteringly hot, with stringsof melting mozzarella oozing out on to theblue napkin.To follow, a coffee andwalnutmuffin (£1.85)
was light, moist and crumbly, with a swirl ofcoffee buttercream on top and a pleasingcrunch of walnuts throughout the mix.
AZUZAThe Almshouse, 19/21 Merchant Street,The Galleries, Broadmead, Bristol, BS1 3EH.Tel: 0117 927 9810
VERDICT:Serving well made, keenly priced food in theheart of Broadmead, Azuza’s success isn’tdifficult to pinpoint – it offers great value,whichever way you look at the broad menu.
Food ★★★✩✩Service ★★★★✩Ambience ★★✩✩✩
20 EAT IT ●●●●● from Friday, August 7, 2015 48 BUY IT ●●●●● from Friday, August 7, 2015
Shoppers headto the Quarter
W ith its vi-brant mix ofhigh streetstores, 100
independent shops, mouth-watering eateriesand up-market bars, Bristol Shopping Quarteroffers the ultimate shopping experience.Made up of four key areas; Broadmead, The
Galleries, Quakers Friars and Cabot Circus,Bristol Shopping Quarter has something foreveryone, and this summer there’s even moreon offer, with a fabulous line-up of summerentertainment and a few lost sheep to trackdown.The pedestrianised streets of Broadmead
have been welcoming shoppers since the1950s, after theOldCitywas bombedout in theBristol Blitz.The area had started to look a little tired
after the recession hit, but a recent facelift hasbrought shoppers and retailers back and thisinviting and bustling area is now home to agreat selection of national and independentstores.Walk along theHorsefair and all the familiar
big hitters are there, including Debenhams,Marks & Spencer and Bhs as well as the UK’ssecond largest Primark. There’s also a host ofunique independentsofferingeverything fromdesigner labels to limitededitionpaintings andunique gifts.Opposite M&S in the heart of Broadmead is
the three-storey indoor shopping centre, TheGalleries.TheGalleries was a real crowd-puller when it
first opened in the early Nineties, but like therest of Broadmead it suffered during therecession and a number of the units remainedempty for some time.However, a recent overhaul has seenmassive
improvements; the centre is buzzing and theshoppers have returned, with 10 millionpeople passing through its doors each year.VisitingTheGalleries now it’s easy to seewhy
it has returned to favour – it’s home to a wealthof independent clothes and accessories storesoffering affordable, contemporary clothing,jewellery, shoes and bags.There’s also the pull of the tried and tested
favourites, including Boots, Waterstones, The
Post Office, Argos, WH Smith and TK Maxx.Thebright and airy centre, whichhas its own
1,000-spacemulti-storey car park, has also seenplenty of well-known stores moving in of late,including Peacocks, Bargain Buys, F Hinds,Pep & Co and Caffe Nero.And if all that shopping makes you peckish,
there’s a new food hall on the first floor, with arange of options, from Burger King to noodlebar Chopstix.Across the street from thismodern shopping
centre is the historic St James Arcade. Thisstunning Grade II-listed Victorian passageway,inspired by London’s famous Burlington Ar-cade, had become a forgotten gem in thecentre of the city.Now restored to its former glory, the pic-
turesque arcade is home to a wonderful rangeof independent stores, including the alluringPast Time Vintage Sweets, gorgeous hat shopMilliner’s Guild, vintage dress shop Lady KLoves and blooming lovely florist, The Flower-man.Between Broadmead and Cabot Circus,
you’ll come across Bristol’s beautiful Quakers
Bristol Shopping Quarter is drawing shoppers and Shaun-spotters from across theUK. Weekend had a wander around to see what’s on offer
Shoppers in Cabot Circus
Broadmead
6
Summary
The Summertime Shopping campaign was a comprehensive print and digital campaign as the details below verify.
Daily Reach
145,000 70,000 61,000
212,000
Weekly Reach
40,000
