Croydon mall to battle Bluewater

St Martins Property Group, owner of the Centrale shopping centre in Croydon, has brought in Starfish Communications to help it woo custom from centres such as Kent’s Bluewater.

Starfish is promoting Centrale – which serves north Surrey, west Kent, East Sussex and south London – to 'aspirational 25 to 44-year-old ABC1 shoppers'.

The two-year-old centre, which wants to be seen as 'stylish', has retailers including Nike, French Connection and House of Fraser.

Starfish – working alongside events agency Spirit – said a 'major' campaign costing more than £300,000 was planned. Fees are understood to be at least £100,000.

The agency is setting up a bursary scheme with a fashion college and is planning cooking evenings involving TV chefs.

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