Iconic shopping destination, Westfield, and one of London’s biggest entertainment websites, Time Out, have teamed up and created a content hub across desktop and mobile platforms to raise awareness of Westfield’s Christmas offering. The integrated campaign was brokered by media planning and buying agency, Arena.
The exclusive cross-platform campaign will run from 26th November to 29th December and aims to increase engagement and drive footfall during the Christmas period.
The partnership will enable Westfield to deliver content that is dynamic and editorially driven through a bespoke content hub. The Westfield branded hub will sit within the Time Out website and showcase all that Westfield has to offer during the festive period. A Westfield-branded solus newsletter and social media activity will complement the campaign.
The content will change according to the time and day to ensure that Westfield is communicating to the right audience, at the right time. Users will be able to access content which is geographically relevant by switching between the two hubs; Westfield London and Westfield Stratford City.
Myf Ryan, Director of Marketing, UK & Europe at Westfield, said: “Westfield is continually looking for innovative ways to reach our audiences and this partnership allows us to provide our audience with crucial information, whilst utilising a multi-platform approach which is also editorially driven. The content-led approach allows us to showcase everything Westfield has to offer for the festive season and create a buzz and excitement during the run up to Christmas, whilst targeting the right people, at the right time.”
Nicola Harvey, Managing Partner at Arena, added: “Time Out is a market leader, making it an important partner for Westfield’s Christmas campaign, allowing them to join in the Christmas conversation. It’s great to work on something so collaborative with innovation at the heart – this is a high impact focussed campaign that puts content first and provides Westfield with a strong message over a key period.”
The exclusive cross-platform campaign aims to further establish Westfield as the best in class in fashion, entertainment and shopping. It complements Westfield’s other Christmas activity by providing further depth to the ‘We are Christmas’ campaign.