The Broadway Bradford Shopping Centre

 Objective

The primary objective of each campaign was:

-To increase footfall to The Broadway Shopping Centre, positioning The Broadway as the choice for gifting, family days out, festive meals and entertainment over the festive period.

Bus rear advertising dominated Bradford city centre.

Strategy and Execution

Each campaign aimed to target the Bradford Community, reinforcing that The Broadway has something for everyone. The Ark Media's data-led planning process revealed key out-of-home media sites around Bradford city Centre which would offer maximum reach and impacts to elevate and increase awareness and ad recall, a targeted audio campaign on local radio stations was overlayered.

The strategy included:

- Bus rear advertising dominated Bradford city Centre offering maximum visibility to the campaign

- Digital Billboards and Street Hubs demanded attention on the dark winter afternoons and nights

- Local radio advertising engaged with hard to reach audiences within the local community

- Railway 4 sheets offered longer dwell times, allowing local commuters to take in the Broadway’s key messages

"I've seen it on loads of buses while I've been driving around."

"I saw the buses and thought I’d better head down to the Broadway and check it out."

"It’s one of my favourite places to shop in the city, but the ad pushed me toward it."

Choose the Broadway

People can become complacent about what is on their doorstep. The Broadway’s Christmas campaigns helped bring the Broadway to the forefront of the local community’s minds, reinforcing that The Broadway Bradford is an exceptional shopping destination with so much to offer.

 Railway 4 sheets conveyed The Broadway's key message.