Re-launching a legendary North East destination


Creativity & Production


AL Marketing has been working with new owners of the Metrocentre, Sovereign Centros to develop a relevant new commercial direction for the scheme and a new marketing proposition. At the heart of this was the need to find ways to reconnect with passionate local shoppers while also widening the appeal beyond this loyal core.


The move out of Covid lockdown presented a timely opportunity to re-launch the scheme. Grounded on the new strategy we developed a creative approach for the centre which brought the characters of the tenants to the fore. Inspiring yet beliveable, the new campaign was launched in spring 2021.


The re-opening of Metrocentre under the new branding has prompted high levels of shopper engagement and hugely positive reactions from tenants. We have been invited by Sovereign Centros to expand the campaign further and to tackle other aspects of the brand communication including leasing collateral and opportunities to re-purpose vacant space.

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