Yellow Door reveals Westfield strategy

The managing partner of comms agency Yellow Door has revealed the PR strategy behind this week's high-profile launch of the Westfield London shopping centre.

High profile: Westfield London has been launched
High profile: Westfield London has been launched

Peter Cross said the campaign was 'one of the most labour intensive that our company has been involved with'.

Yellow Door clinched the six-figure PR account earlier this year (PRWeek, 20 March). The agency's strategy has been to approach journalists individually in an attempt to challenge unfavourable perceptions of shopping malls.

However, there has been some criticism over the timing of the launch, given the current economic climate. This week The Independent ran the headline: 'The last thing I need is a new mega-mall'.

Cross said the agency was still able to gain coverage for the complex, but added: 'We're not stupid enough to think that we're immune to the news agenda that touches everyone.'

Yellow Door decided against too many stunts, which could make Westfield seem 'low-brow'. Cross said: 'With stunts, you're buggered from the start, especially if you're targeting a luxury consumer.'

But the agency has teamed up with celebrity mag Grazia, which has moved its editorial team to a perspex box in the mall so shoppers can glimpse what working at a fashion title is like.

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