The London destination keeps its name in the headlines and its brand top-of-mind with a series of off-beat PR stunts

The Plaza Shopping Centre on London’s famed Oxford Street is up to its PR tricks again. The centre that turned a few heads when its hosted a naked shopping event for naturists from across the UK two years ago is sustaining its reputation for delivering the unexpected. The latest coup: Bellyvision, or the use of "sexy, trim, taut and terrific’ models who took to the High Street on 3rd April baring their midrifts to reveal the centre’s logo.
"It’s all about grabbing attention and that’s always easier when you’re placing an ad on something that your customers are already looking at," commented Steve Wilcox of marketing agency PMW Limited, the creators of Bellyvision.
"Whether you like it or not, men and women are permanently checking each other out sexually. We wanted to create a living media opportunity that wasn’t too vulgar, but definitely played on a sexual theme."
Wilcox also said the current trend for cropped tops and hipsters provided an excellent opportunity, helping PMW cut through the problem of ad avoidance and provide The Plaza with an effective tool to use as part of its overall marketing strategy.
According to PMW, on a single 45 minutes journey on the underground, London’s commuters are exposed to more than 130 advertisements. In a day, these same people will be exposed to 3,500 marketing messages, making it crucial to find an advertising vehicle that can draw the punters eye.
"We already have clients in central London, Birmingham, Milton Keynes, Leeds and Wolverhampton who have signed up for Bellyvision," Wilcox noted. "The next phase is to advertise for a suitable number of male and female bellies in each area."
The going rate for a Bellyvision model is £30 (€43.50) for a three-hour day, which typically begins at 11am with a makeup session. The models then head off into the streets for their two-hour shifts. While the initial group of Bellyvision models are all slim, PMW said it wasn’t ruling out developing future campaigns with fuller figure models.
"We anticipate that new clients will come on board who will have some very specific objectives," Wilcox said. "There is no doubt that a big hairy belly in a cropped top would generate a level of interest and therefore be a great billboard."
For now, though, trim models will be turning heads for The Plaza and this, throughout the summer. Meanwhile, inside the centre, city workers are dropping their trousers and pressing them free of charge whenever they feel the need to ‘de-wrinkle’ during the day. The Plaza is offering the service through its deal with John Corby Limited, the manufacturer of the Corby Trouser Presses, three of which are now being used at the centre.
"We will of course expect gentlemen to remain decent whilst using this free service," said Keith Brushneen, centre manager. "As long as their underwear is clean and not too revealing, they are welcome to relax in our food court whilst they are waiting."
On 10th June, The Plaza turned its trouser presses into a PR focus, inviting the media to come down for a photo opportunity, promising that the first businessmen to have signed up for the service would be available—minus trousers—for an afternoon session.
This initiative is proof that men also make a perfect focus for a shopping centre marketing campaign. It was certainly the case last Christmas, when The Plaza made the hectic shopping season a little easier for couples by opening a Saturday Crèche for Men.
On 10th December, The Plaza, Holmes Place Health Club, WHSmith and Starbucks all got together to set up a crèche for men. There, shopping-weary males could watch Sky, play Need for Speed, catch up on the latest news in the papers or the newest edition of FHM, or enjoy seasonal treats from Starbucks while reclining in The Plaza’s plush leather chairs.
It was the kind of move that could have sparked a controversy because of its sexist nature, but the centre just went with it anyway, counting on Londoners to recognise the tongue-in-cheek nature of its offer.
"We don’t have the space or staff to offer some of the services you would normally find in other major shopping centres or department stores, but we wanted to celebrate Christmas in a fun and slightly off-beat way," Brushneen explained at the time. "Of course, we would welcome any women who want to join the men in the crèche. Indeed, we have a sneaking suspicion that they are secretly PS2 experts and so have an extra controller for anyone game enough for a battle of the sexes!"
The Plaza’s crèche, also a PMW programme, operated every Saturday in Holmes Place Health Club right through to Christmas Eve.
This Plaza-PMW collaboration has been anything but boring.
"We have a lot of fun with The Plaza," Wilcox said." Our basic strategy is to generate high profile publicity on a regular basis that appeals to young London. The beauty is that all of these ideas cost very little to implement, although the results are there for all to see. We have achieved worldwide publicity for The Plaza."
Whatever this dynamic duo thinks of next is anyone’s guess. Chances are, though, it’ll raise eyebrows and turn heads. .