Bluewater shopping centre bets on 23red for Christmas boost

Up and coming UK agency 23red has won the creative account for Bluewater, one of the country’s biggest retail and leisure businesses. Its first job is to develop a Christmas campaign, using TV, outdoor and press, to include the opening of Bluewater’s new specialist events and exhibition venue, The Events Venue.

Bluewater, in Kent, is big at 1.6m square feet, hosting 330 retailers, 50 restaurants, cafes and bars, 13,000 free parking spaces and 50 acres of parkland. It attracts over 28m visitors per year.

Sean Kinmont, managing partner and creative director at 23red, says: “Bluewater has a very strong heritage and is affectionately regarded by the British public. We’re excited to have the opportunity to remind shoppers of this. Our campaign will re-ignite the excitement of the Christmas experience at Bluewater.”

David Wilkinson, head of marketing at Bluewater, says: “23red really shone throughout the pitch process which is why they’ve been appointed as our creative agency. The Christmas season is a key time of year for Bluewater and we were very impressed with 23red’s creative suggestions for this period”.

Taking on a job like this will be a challenge for 23red as UK retail sales are being hammered by high inflation, low wage increases and cuts to public sector jobs.

Bluewater, for years the biggest UK shopping centre, now has to contend with Australian-owned Westfield shopping centres in Shepherds Bush, West London, and Stratford, just opened near the 2012 Olympics site in East London.

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