Delivering Multiple Campaigns at Pace for Serdika Center, Sofia

Serdika Center, Sofia

Creativity & Production

Retail Destination Marketing | Integrated Campaigns | Festive Trading

Client

Serdika Center, Sofia

Serdika Center is one of Sofia’s leading retail destinations, combining international brands, experiential activations and seasonal programming to drive footfall, dwell time and commercial performance throughout the year.

Challenge

Ahead of Winter 2025 leading into 2026, Serdika Center faced an exceptionally busy festive trading calendar. The centre’s marketing schedule included a sequence of high-profile and time-sensitive campaigns, each requiring distinct creative direction, messaging and rollout.

The programme began with a Black Friday promotional partnership with Hilton and Alfa Romeo, offering shoppers the opportunity to win a luxury stay in a presidential suite and a weekend driving the new Alfa Romeo Junior around the city. This was quickly followed by an intensive run of Christmas activity, including food and craft expos, seasonal events and services, and culminated in an aspirational Winter Sale campaign.

The challenge was clear: deliver multiple campaigns at speed, without compromising creative quality, brand consistency or operational efficiency.

AL Marketing Solution

Serdika Center appointed AL Marketing to support the full creative development and rollout of its festive campaign programme.

As one of the centre’s newer agency partners, AL Marketing was briefed with a comprehensive and fast-moving scope. Our client services team immediately implemented a structured project management framework to manage timelines, approvals and delivery across seven integrated campaigns within a four-week window.

Working in parallel, our creative team developed a cohesive suite of campaign assets, ensuring each activation maintained its own identity while aligning with the centre’s overarching brand and festive positioning.

What AL Marketing Did

  • Implemented efficient project management to deliver seven integrated campaigns concurrently
  • Led creative development across Black Friday, Christmas activations and Winter Sale campaigns
  • Delivered over 250 individual creative assets across digital, print and on-site formats
  • Managed transcreation of campaign materials into the local language while retaining brand tone of voice
  • Supported rapid rollout across multiple channels during peak festive trading

Results

Through clear structure, pace-driven delivery and close collaboration, AL Marketing enabled Serdika Center to execute a complex festive programme seamlessly.

All campaigns were delivered on time and to a high creative standard, supporting peak trading activity and ensuring consistent communication throughout the busiest retail period of the year. The ability to scale creative output quickly, while maintaining brand integrity, positioned the centre strongly for both seasonal performance and ongoing campaign delivery into 2026.

Services Delivered

  • Retail Destination Marketing
  • Integrated Campaign Development
  • Creative Direction & Delivery
  • Transcreation & Localisation
  • Project Management & Campaign Rollout

Back to our work

Testimonials

"AL are a pleasure to work with. They are happy to come up with a broad range of ideas to fit each scheme, are always very responsive and brilliant when it comes to meeting tight deadlines."

Khatija Verjee, Marketing Manager at Moorgarth

"AL Marketing demonstrate an excellent knowledge of the changing dynamic of the retail market place whilst effectively differentiating their strategy for each asset."

John Prestwich, Partner, Montagu Evans LLP

"I have always found AL Marketing forward thinking, proactive, always going that extra mile to exceed expectations on client service delivery."

Rachel Lydon, Marketing Manager, Savills

"I have worked with the AL team for nearly three years and have no hesitation in recommending them. Based on strategic research, their planning of campaigns that suit the demographics of the scheme is very good and the delivery has always been to a high standard. AL are a hard working team and always available to discuss any ideas that can enhance the offer. Give them a challenge and they will come up with the creative ideas to deliver! They are very good at listening to help their understanding of the challenges that are faced with everyday life in a Shopping Centre and then interpreting this to fit in with the overall strategy."

Colin Lang, Centre Manager, The Galleries

"I have worked with many agencies over the years in the shopping centre industry but what is clear to me is that AL Marketing really “get it”. They understand clearly who we should be marketing to and understand fully the current difficulties that shopping centres are dealing with. Their efficient, innovative, flexible approach is a breath of fresh air, and the company’s wealth of marketing expertise has introduced targeted experiential promotions to The Gracechurch Centre as a unique selling point for our customers – which encourages repeat visits."

Angela Henderson, Centre Manager, The Gracechurch Centre

"The Harvey Centre has been working with AL Marketing for many years. They stand out from other agencies as they take time to understand the asset and how best to improve performance -dovetailing their recommendations into existing and future projects planned for the centre. They take on board our thoughts and always recommend well thought out strategies, that have both objectives and KPI’S. All at AL deliver a high standard of work, nothing is too much trouble, they go the extra mile and are value for money. "

Bryan Young, Centre Manager, The Harvey Centre

"Beyond the Town Centre Awards, AL Marketing continues to be an invaluable partner as our ongoing marketing, and social media managers. Their consistent creativity, proactive planning, and comprehensive understanding of our audience have significantly elevated our online presence. They don’t just post - they engage, connect, and build meaningful relationships with our Town Centre community. Their attentive approach and responsiveness make them a trusted extension of our team."

Oliver Gillard, Deputy Programme Manager, Harlow Council

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