Nicola Beausire typographic logo Grand Arcade case study

Launching a Retail Leasing Campaign

Grand Arcade

Background
Grand Arcade is Cambridge’s first major city centre retail development for 20 years. Nestling behind a Grade II listed façade, Grand Arcade provides 21st century retail space with a limited number of units of the size and configuration that the market demands. Comprising 52 retail units, anchored by John Lewis, Grand Arcade opened in the spring of 2008.

Challenge
To position Grand Arcade as a once in a lifetime opportunity for retailers to secure the unit of their choice in affluent Cambridge.

Solution
The creation of a range of materials including brochures, computer generated images, promotional materials and a launch event to reinforce Cambridge’s credentials and Grand Arcade’s potential.

Results
A combination of strong branding, clear and informative materials and a highly successful launch event have helped to position Cambridge as an attractive retail proposition.

The Team

  • Project Manager: Nicola Beausire
  • Graphic Design: Communiqué 360 & Direct Design
  • Copywriting: White Page
  • Website: Bostock & Pollitt
  • Computer Generated Images: Miller Hare
  • Marketing Suite: Margery Craig Associates
  • Graphic Display: Jupiter Display

 

Retail Leasing Launch

Grand Arcade invitation Grand Arcade cool bag Open top bus Tank drivers

Over 50 key retailers and agents enjoyed a day trip to Cambridge with a difference. Whisked up to Cambridge by train, they were met by an open topped bus and given a tour of the city and, later, Grand Arcade. Lunch followed at Pembroke College and the afternoon was spent leisure punting on the Cam, flying over Cambridge in a 1930’s De Havilland Rapide and tank driving. Branded coolbags, umbrellas and chocolate bars reinforced the Grand Arcade brand throughout the day.

 

Telling the Story

Telling the Story

The Grand Arcade brand was used to great effect to link all of the communication tools together. A hardback book, complete with specially commissioned illustrations was used to convey the quality and exclusivity of the development, a “take one” postcard pack provided a selection of CGIs, plans and images of Cambridge in a compact format, and the website provided up to date information on construction and leasing progress and community initiatives.

A strongly branded marketing suite/information centre continued the story-telling amongst members of the public, retail agents and prospective retailers.

 

Keeping in Touch

Keeping in touch Love Cambridge shopping

To maintain momentum, retailers and agents received regular communication via themed direct mail and e-mail.

A four monthly community magazine called “Love Cambridge Shopping” was produced by the main city centre developers (including Grand Arcade), key retailers and the local authorities. Providing the latest news about Grand Arcade and other developments in the city, “Love Cambridge Shopping” was distributed throughout the city centre and outlying villages.