The company said the five spaces, measuring five metres by five metres, will allow brands to engage with consumers within a number of its UK retail and leisure destinations. These include Bluewater shopping centre in Kent, Trinity Leeds, St David’s in Cardiff, One New Change in the City, London, and Buchanan Galleries in Glasgow.
Land Securities said the Five locations have an annual footfall in excess of 115 million, and the total comparison goods spend within the catchments of the destinations is £4bn. Other benefits include dedicated marketing support across the five sites, including social media, as well as a specific focus on measurement and ROI. Agencies booking Five will also receive commission.
Sean Curtis, head of business to business marketing and brand partnerships, retail, at Land Securities, said: "Our portfolio contains some of the most successful retail and leisure destinations in the UK. Five is a new way of allowing brands focused on experiential engagement to gain access to the full strength of our key destinations, backed by our own comprehensive marketing support.
"Five provides simplicity, consistency and opportunity, which together create significant commercial benefits for partner agencies and their clients. As the first collection of standardised experiential sites in UK retail and leisure destinations, this is a very exciting step that sets a new precedent in the industry."
Agencies can book Five either through the Bluewater commercial partnerships team or via destination media and retail solutions specialist Space and People.
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