Creating an outstanding outlet destination
Dalton Park is the largest outlet centre in the North East, located near Durham. ICG has supported Dalton Park on a cross-section of design, digital and PR campaigns, working with the in-house team and asset manager to drive footfall and engage with a variety of different audiences through relevant messaging and channels.
Most recently, we developed a new website for the outlet. We took a detailed look at the user journey and analytics, and with over 80% of users interacting on mobile devices, we ensured content was easily accessible, with simple navigation and fast loading speeds. The site incorporates dedicated landing pages for key events and sustainable initiatives, such as the Parkland and its Pollinator Park.
Building a brand
As part of the core brand look, a range of bespoke abstract shapes were created, representing various elements of the centre from shopping to the Parkland and the leisure aspects. The shapes, sitting behind photography or on a simple colour backdrop, gave the centre a standout look whether used in on-site signage, digital 6-sheet or a social media post.
Alongside the colour palette and shapes, a light-hearted tone of voice was key to bringing the creative concept to life. Messaging reflected that of a familiar tone, with some North East colloquialism and charm added into the mix.
The distinctive illustrative look was carried into seasonal campaigns to create a cohesive feel across brand and tactical promotions, featuring on digital platforms, print and OOH media.
A paw-some campaign
The outlet centre had been eagerly planning for the launch of becoming dog friendly, so when the time came we knew we had to go all out with campaign creative, event collateral and a PR launch.
We highlighted a diverse mix of dog breeds in the creative and devised functional but playful signage to ensure the ‘dog-house rules’ were observed. To support the one-day launch event we developed ideas and creative for activities and giveaways, featuring playful copy sitting alongside Dalton Park’s signature illustrative style.
Driving engagement for the campaign, ICG’s PR team secured TV coverage from BBC Look North who came to the centre on the inaugural dog friendly day broadcasting across the region. The PR launch also saw the brand featured in titles including The Canine Times, The Northern Echo, the Newcastle Evening Chronicle and Sunderland Echo.
More than shopping
A key asset for the scheme and a unique feature for a shopping destination, 55 acres of landscaped Parkland.
The brief was simple, to give the Parkland its own identity and showcase everything it had to offer; glorious green space, the vast array of wildlife and dedicated walking trails. From updated signage to informative leaflets, the Parkland came to life and became a focal point for community events and PR initiatives.
The green colour palette and some of the shapes from this creative concept went on to feature in some of the centre’s sustainable projects including the Pollinator Parks Garden and Eco-Fest, a two-day free festival in partnership with Climate Action North.
Reimagining spaces
Dalton Park turned to ICG to devise a campaign to create a buzz around new opportunities for food, beverage and leisure retailers in a specially designated Piazza area. The creative was playful with bold colours and shapes, a standout sub-brand that resonated with pop-up and street food brands.
A leasing brochure coupled with onsite promotional materials attracted interest from potential occupiers.
Getting social with influencers
Social media influencers are an integral part of the promotional mix for ICG’s consumer facing clients and we have built up an impressive armoury of contacts that can spread the word to key audiences.
For Dalton Park, we managed successful influencer engagement events that resulted in increased likes, shares and follows, with impressive reach and engagement.
When Molton Brown opened its doors at Dalton Park, we invited selected bloggers to give us their thoughts and opinions. We capitalised on the launch around the Black Friday period to invite bargain hunting influencers to share what was on offer for shoppers in the run up to the festive season.
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