Drake Circus

The biggest retail development in the South West for decades, and vital to the successful regeneration of Plymouth city centre. We were appointed to create the main advertising campaign that accompanied the launch of this vitally important shopping centre.

In conjunction with our media partners, we were the first agency to recommend and book 'Roadads' in the South West, branding a fleet of Boots delivery lorries to reach the surrounding towns across Devon and Cornwall. There was little point investing heavily in outdoor advertising within Plymouth itself, because we had the biggest billboard in the shape of the centre itself rising from the ground. The lorries gave us a crucial opportunity to reach people further afield who may otherwise not be aware of the launch. In addition to the lorry ads, we created a heavyweight radio advertising campaign across 4 key independent stations (Pirate, Plymouth Sound, Lantern and Gemini). This reinforced the overall 'Can't wait' concept.

Bus sides and rears added valuable frequency to a hard working campaign, with some tactical local press adverts around the launch date itself to reinforce key messages.

Ongoing advertising throughout the year followed on from the launch, making good use of the lorries once again.