Mischief PR called in to handle £350m Trinity Leeds launch

The UK's largest commercial property company has hired Mischief PR to handle the launch of its latest shopping centre.

Trinity Leeds: is the only major shopping centre currently being constructed in the UK
Trinity Leeds: is the only major shopping centre currently being constructed in the UK

Mischief won the brief during a pitch process that included Edelman, Lexis and Blue Rubicon’s consumer arm Surname & Surname.

The agency will work on the launch of Land Securities' new £350m retail and leisure development Trinity Leeds, which is due to open in March 2013.

The move comes after PRWeek revealed Kent shopping destination Bluewater is in talks with consumer agencies as it faces increased competition from Westfield's Shepherd's Bush and Stratford City centres.

Sean Curtis, head of marketing, b2b at Land Securities, said: 'We will work with Mischief to ensure we put Trinity Leeds firmly on the map for shoppers, retailers and visitors alike.'

Trinity Leeds will comprise of more than 120 retailers and restaurants, including Topshop, Next, Marks & Spencer, Mango, Hollister and Superdry.

Mischief is charged with using its retail and fashion PR credentials to help the venue ‘propel Leeds up to fourth position in the UK’s retail hierarchy’.

Ben Dutton, Mischief director, said: ‘We will focus on driving fame and making Trinity Leeds a leading destination brand.’

The agency has also been asked to help position Trinity Leeds as a ‘dynamic, evolving shopping experience’ and work on it being seen as a retail beacon for the UK.

Trinity Leeds will be the biggest shopping centre launch since the opening of Westfield's Stratford City complex in 2011 and the only major shopping centre currently being constructed in the UK.

The economic climate has seen shopping centre construction hit a 50-year low, with only 31,500 sq m (339,063 sq ft) of new retail centre space being developed in 2012.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.