Bluewater aims to 're-engage' media

The UK’s biggest shopping centre, Bluewater, has turned to consumer specialist Kavanagh Communications to re-engage with journalists and consumers.

Head of marketing Linsey Wooldridge said Bluewater was evolving, citing its mix of chain stores, exclusive shops and outdoor activities.

Previous incumbent Brave PR held the account for more than two years. Wooldridge joined Bluewater in October 2005 from Lendlease, which part-owns the Kent complex.

Brave PR was involved in Bluewater's much-publicised 'code of conduct' in May 2005 when hooded tops were banned from the centre, triggering a media frenzy over 'hoodies'.

The in-house PR team and Financial Dynamics, the retained agency for Lendlease, also oversaw the campaign.

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