Gloucester Quays -
Time Well Spent

Back in 2009, despite a huge launch Gloucester Quays was unable to achieve the forecasted visitor numbers. The brief was to understand why and to identify a solution with an ongoing marketing strategy.

The core insight that was gained after lots of research, validated a new proposition for the outlet brand. A concept based upon free time being a precious commodity, leading to the creation of the ‘Time Well Spent’ campaign. This was a confident and brand driven approach, with a Christmas burst achieving a +12.5% increase in footfall against the High Street that saw a 3.5% decrease.

Over a 10 year period I was instrumental in leading the creative output across TV, Radio, OOH, Digital, Social and retailer engagement. The ‘Time Well Spent’ campaign became an impressive case study with campaign communications contributing to a 14% increase in sales YOY as well as supporting 10 new store openings.

As well as these campaigns ,events were also an enormous success. The Food Festival became the biggest of its kind in the South West and attracted over 150,000 visitors resulting in a 15% increase in footfall and 7% increase in sales over the years, successfully establishing Gloucester Quays as an attractive regional destination.