Retail Destination
    • FREE Email Newsletters
    • About Us
    • Advertise
    • Contact Us
    • Subscribe
    Twitter
    Retail Destination
    • News
      • Acquisitions
      • Appointments
      • Facilities
      • F&B
      • Footfall
      • Marketing
      • Store opening
      • Store signing
      • Technology
    • Development
      • Construction
      • Investment
      • Leasing
      • Planning
    • Products & Services
    • Sponsored Content
    • Events
      • Sceptre Awards 2024
      • Retail Destination Live 2025
    • Digital Editions Archive
    Twitter
    Retail Destination
    Christmas

    Last Minute Christmas: Queensberry – Online Exclusive Feature

    Iain HoeyBy Iain HoeyOctober 2, 20195 Mins Read
    LinkedIn Facebook Twitter Email
    Share
    Facebook Twitter LinkedIn Email

    Victoria Holloway talks last minute preparations for the festive season

    Victoria Holloway, marketing and communications director at Queensberry, is responsible for overseeing the marketing strategies at Queensberry’s assets throughout the UK. We spoke to Holloway about the Christmas Marketing strategies at The Metquarter, Liverpool and Kingsway Centre, Newport.

    When does the Christmas hype campaign generally start? Do you have a set strategy of what’s going to happen when?

    “The Christmas hype in our shopping centres would normally kick off around October/November, with retail outlets themselves starting earlier. In terms of marketing, we start actively pushing a campaign in mid November, so a good 6-8 weeks prior to Christmas.

    “At the Kingsway Centre in Newport, Queensberry has boosted the shopping centre and generated an evening economy. As part of this our main Christmas campaign for the centre typically coincides with the City’s Christmas Light Switch, ensuring that customers can stay in the area into the evening.”

    Are there any details and plans generally left last minute/closer to the event?

    “We try to ensure that Christmas marketing at our centres is not left to the last minute.

    “Whilst it is important to have a plan in place, it is also important to work closely with our retailers and local stakeholders to collaborate with their Christmas marketing plans. In order to do this there needs to be a level of flexibility in the marketing strategy, that enables retailers and local stakeholders shifting plans to be incorporated.”

    What work are you doing with retailers at this stage to co-ordinate and prepare plans for the Christmas period?

    “Queensberry considers engagement and collaboration with retailers as an extremely important aspect of asset management. As a result, we have a co-operative approach to marketing with all our tenants. Our centre management teams will work closely with all the store managers in the led-up to Christmas to incorporate their Christmas marketing into the centres strategy, and vice versa.

    “At the Metquarter in particular, we are working closely with a number of the new tenants as a result of the repositioning programme we have carried out.

    “It is important we have a collective approach in order to deliver the best results for our customers.”

    Are there any additional measures you are getting set up to cope with the increased number of visitors?

    “We have to work closely with our tenants on this aspect as many of the stores will accommodate increased footfall by employing seasonal staff. We will take a view on what needs to be implemented but we generally will increase the security hours, and ensure there is additional signage and information on our centres websites.”

    What are the most exciting things you have planned for this Christmas period? Do you have a set theme/concept/vision in mind?

    “Every centre is different and we tailor our strategy depending on the customers, the retailers and the wider city. Tenants at our shopping centres love the buzz of the Christmas season, and we work to maximise spending and footfall in the most atmospheric and festive way possible, that is tailored to the area.

    “The operational team on the ground manage the centre decor and Christmas ‘theme’ for our centres. We ensure that both marketing and operational teams co-ordinate and compliment themes and décor so visitors gain a seamless impression of Christmas in our shopping centres.

    “At the Kingsway Centre we’re planning plenty of on-site entertainment and enlivenment to ensure that customers have the best experience whilst at the centre. With online shopping becoming more favoured during these expected busy times it is important to make lasting impressions and give people reasons to re-visit. Kingsway will have a heavy focus on family orientated activities and workshops as these always perform well and draw a crowd. We often get repeat visitors who have become accustomed to the free activities we put on at the centre. As well as the Christmas Grotto, we will be looking to have gingerbread decorating, letter writing to Santa, carol signing, and some Christmas themed shows.

    “At The Metquarter in Liverpool the theme is ‘light up your Christmas’ and we will be putting in new lighting and signage, using neon light in a 3D way. We are also looking at a collaboration with Liverpool Art Fair, which the centre has proudly hosted over the summer, showcasing paintings, prints and sculptures by artists from across the region. It showed the importance of engaging and collaborating with local organisations.”

    How are the preparations going at this stage in comparison to last year?

    “We’re currently ahead on our planning at the Kingsway centre, with final touches set to be in place by the end of the summer holidays.”

    And finally, is it too early to be thinking about Christmas 2020?

    “No, as we are always looking for new opportunities for future marketing initiatives at our centres.
    Especially with the opportunity to explore new centre decor and themes ahead of contract renewals.”

    Photo supplied by Fizzco

    Previous ArticleCouncil approves Belgravia proposal
    Next Article Sports Direct unveils plans for Frasers store
    Iain Hoey

    Read Similar Stories

    Dalton Park enjoys stellar Christmas

    January 8, 2025

    December retail footfall reveals marginal annual rise

    January 3, 2025

    Printworks unveils record-breaking footfall

    December 12, 2024
    Latest News

    Xscape Milton Keynes celebrates 25 years

    May 20, 2025

    SPYSCAPE to open in Covent Garden

    May 20, 2025

    Leading brands recommit to Manchester Arndale

    May 20, 2025
    Sponsored Content

    Why Destination Retail is Charging the Way Forward for the UK’s EV Infrastructure

    May 1, 2025

    Powering retail growth: charging ahead towards net zero

    October 1, 2024

    Twin Benefits

    May 30, 2024
    © 2022 Lewis Business Media. All Rights Reserved.
    Lewis Business Media, Suite A, Arun House, Office Village, River Way, Uckfield, TN22 1SL

    Privacy Policy | Cookie Policy | Terms & Conditions

    • Retail Destination Live
    • Sceptre Awards

    Type above and press Enter to search. Press Esc to cancel.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “ACCEPT ALL”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsREJECT ALLAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-advertisement1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .
    cookielawinfo-checkbox-analytics1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Analytics" category .
    cookielawinfo-checkbox-functional1 yearThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Necessary" category .
    cookielawinfo-checkbox-others1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to store the user consent for cookies in the category "Others".
    cookielawinfo-checkbox-performance1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to store the user consent for cookies in the category "Performance".
    PHPSESSIDsessionThis cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    CookieDurationDescription
    _ga2 yearsThe _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.
    _gat_gtag_UA_31822138_191 minuteSet by Google to distinguish users.
    _gid1 dayInstalled by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    CookieDurationDescription
    OAID1 yearThis cookie is set when an AdsWizz website visitor have opted out the collection of information by AdsWizz service or opted to disable the targeted ads by AdsWizz.
    SAVE & ACCEPT
    Powered by CookieYes Logo