British Land originally engaged with Chocolate Ltd to help them produce a series of B2B marketing tools aimed at changing the tenant mix in the Park Lane section of Meadowhall Shopping Centre, Sheffield – ranked top 5 in the UK by spending. The Park Lane mall was undergoing a series of redevelopments and we were asked to create assets to help communicate the changes and capture the imagination of potential new tenants through interactive PDF and printed brochures.
After the success of the initial work, we were further engaged to create a communications package aimed, once again, at potential tenants to encourage renewal or sign up to lease of units at the centre after a planned £50m improvements scheme which would change the face of the existing centre. The improvements were to coincide with the 25th anniversary of the building so we developed a campaign theme which told the story of the ‘Past, Present and Future’ of Meadowhall. One of the UK’s most famous shopping centres.
Chocolate Ltd worked closely with the team at British Land to produce an initial general information and lettings brochure celebrating 25 years of history. We created styling templates which were then used to create an interactive Prezi presentation, using After Effects for animated sequences, as a basis for BL staff to present the proposed changes and modifications to a select audience of existing and potential tenants. We completed the pack with a printed invitation and POS for the event held at London’s Fortnum & Mason department store in Piccadilly.
The works were extremely well received by both client and their customer. Chocolate Ltd helped British Land to deliver this story to their audience through simple, elegant creative and bold messaging, enabling a smooth transition into scheduled works and opening up conversations with new tenants.
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