BACKGROUND: Chapelfield was the largest retail development to open in the UK in 2005.

BRIEF: Announce the opening date and encourage customer visits to Chapelfield on opening day, opening weekend and throughout opening week.

IDEA: Promote Chapelfield as a key destination for fashion shopping.

RESULTS: 11,940,554 target consumers across East Anglia were informed about the launch and coverage achieved 23 times as much as the PR spend. A carefully managed launch resulted in consistent visitor figures throughout opening week and kept traffic issues in the city centre to a minimum.