intu Lakeside

The Challenge

intu Lakeside is one of the biggest retail shopping centres in the UK, with over 20m annual footfall. The centre approached Voice to raise awareness of its 25th birthday celebrations and to support the marketing department as an extension of their team. The client also wanted to drive awareness of the ‘intu’ brand within the local area and provide marketing and consumer PR support to retail outlets within the centre.

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Our Solution

Our work focussed on raising awareness of the centre within the regional media and bolstering the success of their marketing campaigns throughout the anniversary year.

Due to our outstanding results, we were employed by the centre on an ongoing basis.

Our achievements include creating the centre’s first blogger club (which was rolled out on a national scale at other intu centres) and increasing brand awareness by over 20% (a key objective of the centre).

In addition, we launched intu Lakeside’s CSR campaign, as well as provide individual, tailored support to different shops and eateries.

Our Tactics

Creating the centre’s first blogger club for the intu brand and engaging with influencers across Essex
Carrying out PR outreach to secure articles within key regional titles and target media
Planning and managing events for the centre’s restaurants and eateries
Supporting the centre’s marketing team to bolster existing campaigns
Organising and managing an experiential campaign which showcased intu Lakeside's eateries in various locations across Essex
Managing press coverage and media outreach for intu Lakeside's new Christmas grotto experience

Our highlights

Developing a blogger campaign which was rolled out on a national scale to other intu centres across the country

Increasing brand awareness by over 20%

Securing over 1,560 press cuttings within key media

Launching a successful CSR programme

Generating a PR reach of 412,586,617 and a PR value of over 2.5 million

Increasing eatery footfall by 45%

£2.5 million

PR value in year one


increase in brand awareness within one year