Land Securities announces Five for premium experiential locations
Posted by
Land Securities has today announced the launch of Five, a premium selection of experiential spaces available exclusively within its national portfolio of retail and leisure destinations.
An innovative new model for the experiential promotions industry, Five consists of five 5m x 5m spaces that facilitate engagement with some of the most affluent, brand-conscious consumers living throughout the UK. Five offers comparable spaces within Bluewater, Trinity Leeds, St David’s in Cardiff, One New Change in the City, and Buchanan Galleries in Glasgow.
Five provides agencies and brands with simplicity, in terms of booking and approvals, consistency, due to the quality and dominance of the five locations, and opportunity, reflecting the strength of the five locations as brands and their ability to positively affect consumer behavior.
The significance of Five is reflected in its key statistics: the Five locations have an annual footfall in excess of 115 million, and the total comparison goods spend within the catchments of the Five destinations is £4 billion. Other benefits of Five are dedicated marketing support across the five sites, including via social media, as well as a specific focus on measurement and ROI. In addition, agencies booking Five will receive commission.
Commenting on the launch of Five, Sean Curtis, head of business to business marketing and brand Partnerships, Retail, at Land Securities, said: “Our portfolio contains some of the most successful retail and leisure destinations in the UK. Five is a new way of allowing brands focused on experiential engagement to gain access to the full strength of our key destinations, backed by our own comprehensive marketing support.
“Five provides simplicity, consistency and opportunity, which together create significant commercial benefits for partner agencies and their clients. As the first collection of standardised experiential sites in UK retail and leisure destinations, this is a very exciting step that sets a new precedent in the industry.”
Claire Stokes at The Circle Agency, added: “Whilst Circle has run successful campaigns at each of the centres included in Five, by bringing them together in this way, Land Securities has made it easy to commit to, deliver and promote on a scale that is much more effective and in line with how today’s experiential campaigns should be activated.
“The combination of the quality of these locations, their affinity with such large volumes of consumers, and their position in key locations throughout the UK makes Five an attractive proposition to agencies like ours and our clients. This is the type of innovation that the experiential industry has been requesting of shopping centres for some time.”
Pictured: O2 Promotion at Five member Shopping Centre Bluewater
Agencies can book Five via the Bluewater commercial partnerships team or Space and People. For further information, contact five@bluewater.co.uk or five@spaceandpeople.co.uk.
