Lakeside Village is Yorkshires leading outlet shopping venue, housing over 45 big-name retail tenants and offering outstanding value to 2 million consumers every year.
In an increasingly competitive retail landscape, it’s vital for retail venues such as Lakeside Village to meet the ever-changing demands of today’s savvy consumers. Which is why Wish have been Lakeside Village’s trusted marketing agency partner for the past four years, tasked with growing quality footfall through new customer recruitment and increased visit frequency, thereby maximising the centre’s performance.
Services
We bring ideas to life through innovative and inspiring designs
From developing eye-catching campaigns to promoting on-site promotions, our highly experienced creative teams work to ensure that every single marketing asset enhances the Lakeside brand and aligns with the key messaging points of ‘Shop, meet, enjoy, eat & drink’
The key to the success of Lakeside’s marketing campaigns is the omnichannel approach which Wish adopts across all promotional activity. From OOH and print campaigns to a strong digital and social presence, each campaign is crafted around optimising target audience reach against the promotional budget.
Case Study – Summer Campaign 2024
Being an outdoor centre, one of the most important promotional periods for Lakeside Village is summer and in particular the school holidays between mid-July and the end of August. This period not only attracts a more family-oriented audience seeking leisure-oriented activities and includes the hugely important ‘Back to School’ promotional weeks.
Earlier in the year, the client had negotiated an exclusive marketing partnership with the Yorkshire Wildlife Park, this mutually beneficial association was designed to encourage customer visits across both venues and would go on to form the basis for the summer holiday campaign.
Campaign Objective: To grow footfall and retail sales over the same holiday period in 2023
The resulting Wish Wildlife Discovery promotional activity and creative campaign was built around a strong, engaging safari animal theme.
The on-mall promotional activity which ran throughout the summer included:
- Outdoor cinema showing animal related films such as Khumba and The Lion King
- Monkey themed crazy golf on the Village Green
- Children’s ‘Wild Animal Trail’ competition throughout the centre complete with giant animal models.
- Children’s wildlife crafting alongside the regular Artisan & Craft Fayre
The media strategy developed to support the Wildlife Discovery campaign consisted of:
- OOH 48 sheet poster sites
- Regional press advertisements
- Social media and PPC campaign
- Public relations
- On-site marketing support activity
Headline Results
- Q3 Retailer sales up 8% on 2023
- Sales up on previous year by 8.5% in August
- Strongest Q3 sales in 3 years
- Footfall up on previous year
- August footfall up 3% on 2023
- Google Ad campaign – 10,469 clicks from 59,173 impressions resulting in CTR of 17.6% at an average CPC of £0.19.
- Facebook campaign – Campaign reach 608,452 with 1.2m impressions and 6k clicks, resulting in an average CTR of 0.5%
Wish brilliantly created and executed the Wildlife Discovery summer promotion. We were absolutely delighted that both footfall and sales were beyond our expectations throughout the promotion
