SCOTLAND’S largest New Look, at Overgate Shopping Centre, Dundee has opened with a bang with an eye-catching and innovative stunt devised by family.
For two days in the run up to the opening, human mannequins ‘performed’ around the mall and surround areas, wearing New Look fashions and entertaining the Dundee community!
This activity was supported with a radio commercial to increase footfall to the mall. And it worked. New Look had an extremely successful opening weekend, doubling their sales target and completing almost 60% of their weekly sales in three days.
Overgate were also recently awarded with a Purple Apple merit, at the Purple Apple Marketing Awards, a prestigious accolade in the retail community. The merit was in the ‘Overall strategic insight/brand development category’ for the brand campaign produced and designed by family, celebrating ‘The Joy of Shops.’
Kylie Wilson, marketing manager at Overgate, said:
“The response to the campaign was fantastic and struck a chord with Dundee’s cosmopolitan shoppers.
“Competing UK-wide was a challenge, but Overgate has established itself as a leading shopping destination, highlighted recently by the opening of the largest New Look store in Scotland.”
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Contact: Ian Wright
Phone: 0131 220 7100