Idlewells Shopping Centre

Idlewells Shopping Centre is based in Sutton-in-Ashfield. It was established in 1971 and has grown to become an integral part of the local community – calling itself home to a range of national and independent retailers. Our role was to build on the existing brand and introduce fresh strategies to increase footfall and digital engagement. The shopping centre has a busy marketing calendar, celebrating seasonal events, national days and charitable collaborations.

We worked closely with Idlewells to formulate an effective marketing strategy, identifying key dates and deliverables throughout the yearly calendar. Much of our work involved conceptual and creative support across multi-channel campaigns, constantly evolving the brand’s visual communications. Our relationship also encompassed budget and events management, PR and media planning.

The COVID-19 pandemic presented a significant challenge for the shopping centre and its commercial tenants. Our focus quickly shifted towards printed collateral, signage and wayfinding, adhering to and putting government restrictions in place, whilst working on innovative strategies to encourage customers back to the centre. Thanks in-part to our proactive and strategic approach, the shopping centre and its retailers emerged from the pandemic with strength and stability.