Cinema and leisure launch

Delightfully Whiteley

Client: Whiteley

Media
Press
Digital
Outdoor
Mobile
Web / Social
Radio
Event
Brief

We were asked by Whiteley to launch their leisure extension. The £18 million pound development added 6 new restaurants, leisure space and a 9-screen Cineworld cinema.  These new brands combined with other recent openings created a true retail and leisure destination. The launch coincided with Christmas, so the challenge was to combine the launch the leisure with Christmas.

Solution

We continued the ‘ly’ idea that has served Whiteley so well since it’s launch, also providing immediate recognition in the catchment. This was extended with the introduction of a ‘Master of Ceremony’ who had a multifaceted role of announcing this new phase of growth and behaving as a host to welcome customers at the centre for Christmas. Tom Baker became our Master’s voice across Radio and TV bringing the role to life beautifully. We used assets from the original launch TV and ‘topped and tailed’ it with new graphics to make budget work cleverly and efficiently.

Whiteley Cineworld launch elements
Whiteley Cineworld launch TVC storyboard
Tom Baker became our Master’s voice across Radio and TV
Whiteley Cineworld launch Tom Baker voice actor
Whiteley Cineworld launch press ad
Whiteley Cineworld launch website and mobile
Whiteley Cinema launch Bus side
Whiteley Cineworld launch social carousel
Whiteley Cineworld launch social assets
Whiteley Cineworld launch hoarding artwork
Whiteley Cineworld launch hoarding photography
Whiteley Cineworld launch event photographers
Whiteley Cineworld launch event photographers

Results

  • Overall the campaign has delivered over 17 million impacts
  • Digital delivered over 3 million impressions and a CTR of 0.83%.
  • Facebook achieved a 15% engagement rate
  • Week 1 saw footfall numbers rise by 26%, with Sunday footfall increased by 115% year on year.
  • Cineworld saw 4,000 admissions Friday – Sunday, achieving their target
  • Sales rose by 12%, with food and beverage rising by 8%
  • Overall sales for the period increased in November by 9.9% and December by 9.1%

  • "Original and inspired ideas that always hit the nail on the head. Mickie and his team have provided me with resilient pieces of work that I can use time and time again. I wouldn’t hesitate to recommend Katswhiskers! "

    Lucy, Marketing Manager, Ealing Broadway Shopping Centre

  • "I’ve worked with Mickie for over 11 years. Katswhiskers have done an excellent job but in particular their creativity has stretched our thinking. "

    Raj, Senior Marketing Manager, Epson

  • "Unfailingly creative and energetic but also commercially realistic, they have delivered stunningly original and effective designs. We are very exacting client and Katswhiskers has risen to our demands and exceeded our expectations in every case. "

    Jonathan, Group Managing Director, Cadogan Tate Group

  • "Katswhiskers redesigned our brand identity and website. Apart from excellent design, they delivered what they promised on time and on budget, maintaining good humour and professionalism throughout."

    Anthony, Chairman, Reputability LLP

  • "Katswhiskers have developed exceptionally creative campaigns which exactly meet our strategic objectives, they consistently get it right. "

    Graham, Marketing Director, Mill Group