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With more than 270,000 visitors on the opening day, it’s fair to say that Bullring shopping centre’s grand opening in Birmingham was anything but quiet. In the first 10 weeks of trading, some 9.5 million shoppers passed through Bullring’s doors and browsed the retail destination’s 150 stores, 67 of which are new to the city. 

Bullring’s marketing team, headed by Georgina Kelly, has worked tirelessly, maintaining relationships with current shoppers and building new ones with potential customers.  Rees Bradley Hepburn, which developed the launch campaign titled Europe’s New Shopping Capital isn’t in mainland Europe, and Willoughby PR worked closely with the marketing team to keep both the public and business community informed throughout the development of the scheme, using an extensive TV campaign, outdoor media and tactical radio advertising.

Bullring, with its diverse mix of architectural styles, has added an additional 110,000m2 of retail accommodation to the city, totalling more than 700 merchants. By increasing Birmingham’s retail offering by 40 percent, Bullring has had a great impact on other shopping centres and retailers within the city. The scheme has attracted thousands more shoppers to Birmingham and increased the city’s drive time to up to 60 minutes—recent research has shown that over 50 percent of current shoppers are from outside the city’s core catchment. 

According to Kelly, research has been crucial in Bullring maintaining its impact on the market. “We’ve already finished our first research project and will continue to implement a comprehensive programme, including exit interviews and quarterly focus groups with our shoppers,” she said. 

Community events will also play a key part in Bullring’s ongoing marketing plan, making the most of the natural arena at St Martin’s Church, with Civic Pride and an arts festival, as well as through local charity events.

“Shopping centres in the UK need to re-evaluate the way they approach marketing," continues Kelly.  "We are working with some of the best retailers in the world and they are implementing some great promotions. My job is to create an environment for the retailer and a great experience for shoppers.” 

Bullring intends to stage four major promotions each year, which will add an element of fun and excitement to the experience and help make every trip at the Bullring enjoyable for shoppers.