With declining footfall, a dated identity and financial difficulties, our challenge was to re-connect Merseyway with local Stopfordians. This meant changing public perception and reminding consumers just what they were missing out on.
As ever at Studio North, we did our research first. Some in-depth conversations with the local population told us people had no idea just how many top brands were on offer at Merseyway. They were going further to do their shopping, when all the stores they needed were sitting right on their doorstep.
Merseyway's big advantage was the fact that it was so local. So we tried out several positioning statements on the local population. 'Famous brands, fabulously close' was the undisputed champ. It went on to underpin the whole creative communications strategy.
To launch the chosen theme, we created the now iconic 'Giving Tree'. This was just the visual platform Merseyway needed to show-off its top brands. The tree also showed these brands within easy reach and carried the wider brand message of rejuvenation and growth.
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