Peterborough One Retail Park

Brand development and events programme

Task

We were commissioned to rebrand Peterborough Garden Park to reflect the site’s ambition for growth, and to provide the venue with clarity of offer – whilst also building on the site’s own digital media audiences.

Solution

Peterborough One Retail Park (PE1) was conceived to clearly identify the park’s location and give the site’s offer clarity. The 3-colour execution reflects the park’s ‘large sky’ surroundings and the green garden areas that the public can enjoy during their visit.

We designed and developed a new responsive website that incorporates the site’s retail offering and provides a platform to showcase events. The site also contains retailers’ offers and job vacancies, both frequently visited pages. A blog section was created to feature the park’s news and topical subject matter. We update the blog section weekly, and this continues to be part of the site that attracts good engagement.

The park’s social media platforms were all audited and progressed, to amplify the park’s message and to help drive new audiences to the website – ultimately bringing additional footfall to the park.

Results

Since launching the PE1 brand in summer 2017, we have evolved positive site perception – attracting a great mix of retail brands, along with creating and maintaining a bespoke events programme that continues to drive footfall to the site.

Own media following has added to the asset value, with Twitter followers increasing by over 350%, Facebook followers increasing by over 220% and Instagram followers by over 8,000% to date. Social media engagement levels regularly surpass the industry average and out-perform national shopping centre brands.

Following PE1’s rebrand and overhaul of their social media presence, a Facebook follower commented: “Thank you for a lovely day. We arrived at 10.15am thinking we would spend a couple of hours with you, but we stayed until the end. It really was a lovely day. My husband was speaking to you about future plans you have and we’re very excited and lucky to have this lovely retail park so close to where we live. So pleased you have taken over and it will be made even better now than what it was.” – Katie Friel

Website design & build

We designed a fully responsive platform for PE1 that prioritises content, depending on the user’s screen size. The website development also allows tenants to log in and update their store page, self-promoting their offers, jobs and events. This can be done via a mobile phone or smart device.