Freeport Braintree, now known as Braintree Village, is a premium shopping outlet in Essex, owned by Landsec.
As the outlet’s creative partner, ICG repositioned what was Freeport Braintree with a new fashion focussed identity.
The new brand campaign included television and radio alongside 48 and six-sheet advertising, which was personalised to targeted locations to help widen customer catchment. There was also extensive digital and social engagement.
The campaign significantly boosted footfall and sales. It was short-listed for Best Retail Campaign at the Northern Marketing Awards 2018.