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Meyer Bergman & Westfield

New City Soul.

For years, people in Bradford lived with a huge empty space in their city centre after the site of The Broadway was cleared, only to see the project mothballed. The opening of the biggest retail development of 2015, by Westfield and Meyer Bergman, symbolised the regeneration of Bradford. The £260m Bradford Broadway launch campaign had to excite and engage the local populace.

Our client: Westfield & Meyer Bergman

Sector: Retail

Our retained services included:

Research and insights
Branding
Launch campaign
Campaign film
Art direction
Advertising
Digital advertising
Event material

Background Image

Our campaign ‘New City Soul’ was filmed in the city’s most iconic areas. It resonated with the local population and placed The Broadway as the exciting new heart of the city.

‘New City Soul’ quickly gained traction, and was used on tv advertising, press advertising, social media and in local news stories.

The Broadway attracted 250,000 visitors in its first four days of trading. “Footfall has exceeded our expectations.” Myf Ryan, Westfield Director of Marketing