WAA has been awarded the PR contract for Westfield’s Merry Hill and Derby complexes.
The Sutton Coldfield-based agency has been appointed to deliver a fresh thinking communications strategy to increase awareness of the diversity on offer within the centres, drive footfall and increase engagement.
The project was kicked off with an event involving Olympian turned TV pundit Colin Jackson alongside Team GB gold medal favourite Greg Rutherford, who holds a host of long-jump records.
Jackson and Rutherford visited the Westfield sites, where a mini Olympic stadium had been recreated including an indoor long-jump pit and run-up.
At both centres the pair engrossed shoppers by conducting live Q and A sessions, demonstrating the technique that they hope will win Rutherford gold and also hosting once-in-a-lifetime masterclasses for nearby schools and sports clubs.
WAA head of PR Dan Clifford said the Westfield win is a huge feather in the agency’s cap. He commented: “There are few bigger names in UK retail than Westfield and we are hugely excited to be working with them. It was an account that was highly coveted by many of the top agencies. Being selected is great recognition of the ideas we presented and the strength of team we have, we are looking forward to delivering them coverage that reflects their status and I am delighted that the opening event has already set the bar so high.”