Showcase: Aver and Liquid get Grosvenor's Liverpool ONE on the retail map

The Liverpool ONE shopping and leisure complex was opened in 2008. The centre's owners, Grosvenor Fund Management Europe and its manager, Grosvenor, asked retained b2b agency Aver to create a sense of demand for commercial space in the 250,000 square metre site through a number of channels, driving retailers to Liverpool ONE and in turn improving return for Grosvenor investors.

After consulting letting agents Cushman & Wakefield and Metis, the agency embarked on a news, features and opinion-led press campaign to secure coverage. Other activities by creative agency Liquid in partnership with Aver, such as e-cards, film presentations and brochures, were distributed to target audiences and coincided with the press coverage.

The campaign generated 138 pieces of b2b media coverage. Liverpool ONE welcomed 29 new brands in 2015, compared with 20 in 2014, including a regional flagship Victoria’s Secret store – and Aver worked with existing or arriving brands, including Hugo Boss and Yo! Sushi, to spread the news of their investment.

Demand outstripped supply in the new Stocktons building and there were no vacant units during Christmas 2015. The agency also reported that Liverpool ONE’s letting agents achieved higher rents throughout the period.

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