Liverpool One’s B2B PR triumphs at ICSC Solal Awards

The trade PR and marketing for Liverpool ONE, led by Aver on behalf of Grosvenor Europe, has won a silver award in the business-to-business category at the 2016 ICSC Solal Marketing Awards.

Aver devised and implemented a proactive PR campaign to help drive demand for Liverpool ONE, Grosvenor’s unique retail and leisure destination at the heart of Liverpool.  Working with creative agency, Liquid, the messaging was also deployed across a range of materials, from e-cards to bespoke presentations, a film and brochure.

The campaign generated over 130 pieces of trade coverage across the key retail, property and catering titles.  Combined with the suite of marketing materials, it helped Grosvenor’s asset management and leasing team to secure 29 new brands in 12 months, including regional flagships for Victoria’s Secret, an upsized Hugo Boss and a range of new restaurants.

Commenting on the award, Nick Thornton, director of Aver, said: “This is a fantastic result that recognises the positive impact that strategic PR and marketing can have on driving demand for retail and leisure destinations.  Working with Liquid, who delivered a creative direction that stood out in the market, Liverpool ONE achieved valuable cut through that kept it on the minds of key brands throughout the year.”

Aver is a strategic B2B PR consultancy that specialises in the property sector.  The company, which was founded four years ago, works on many of the leading retail and leisure destinations in the UK, such as Liverpool ONE, Bluewater and Meadowhall, as well as a number of key areas in central London, including Seven Dials and the King’s Road.