- The Mall breaks new ground by implementing industry first marketing initiative -
The Mall today became the first national shopping centre owner to sign up a celebrity as the face of its 20 malls and to be the focus for all planned national marketing and promotions activity in 2009. Such initiatives are commonly used by retailers but never previously by shopping centres. Denise van Outen, one of the UK's most popular TV presenters and actresses, has been chosen for the role.
Established since 2002, The Mall is the UK's leading community shopping centre owner/ operator with 20 Malls located at the heart of local communities from Aberdeen to Southampton, Bristol to Norwich. Over 4.0 million shoppers visit their local Malls every week.
Selected from many for her 'accessible' personality, her natural talent and beauty and her unique fashion style, Denise will be central to promotions in support of The Malls' entertainment, fashion, and health & beauty retailers, appearing in various campaigns throughout the year. The TV and radio personality, who shot to fame on 'The Big Breakfast', will feature in selected local activity as well as on The Mall's website, themall.co.uk.
More details on the specific promotions will be issued nearer the time.
Ken Ford, Chief Executive of The Mall, comments: "We're delighted to be working with such a high profile personality as Denise. Marketing for us is all about encouraging more people to spend more often in their local malls. Providing our shoppers with the best possible shopping experience ultimately results in increased consumer loyalty, strong footfall and a steady income stream for our retailers. Therefore, raising The Mall's profile amongst our shoppers has always been the key to our strategy and Denise will strengthen this further."
Explaining the theory behind the campaign, John Wringe, The Mall's Consultant Marketing Director, says, "Our strategy is to launch campaigns that both help our retailers and shoppers during these difficult times. But we wanted to link all activities together with a human touch. On setting down a whole host of criteria for any celebrity partner Denise fitted the bill exactly: she is a perfect fit with The Mall brand. We know that our shoppers and retailers just love her natural talent, ability, style and attractiveness. The work we will create together will guarantee cut through as well as memorability across the year."
An established TV presenter, Denise has become a household name in Britain, thanks to roles on shows such as The Big Breakfast and more recently BBC's 'Any Dream will Do' and 'I'd Do Anything'. Not content with just being a star of the small screen she has made her mark on the West End and Broadway stage with roles in Chicago and the Andrew Lloyd Webber one woman show 'Tell me on a Sunday'. A charismatic, fun and lively personality she continues to work on a number of successful projects proving her to be one of the UK's leading personalities.
Denise is delighted at the new opportunity to represent The Mall, she reveals: "I love fashion and beauty so I am really looking forward to working closely with the Mall and sharing beauty tips and advice"
On Boxing Day Denise launched her own fitness DVD that is in the top 10 DVD's
In 2007 The Mall sponsored the itv/Fremantle produced show, All Star Family Fortunes, which aired on ITV 1 in Autumn 2008.
NOTE TO EDITORS:
The Mall is the leading owner and operator of community shopping centres in the UK. The Mall currently has assets of approximately £1.6 billion in 20 shopping malls, establishing The Mall as the UK's community shopping centre brand. The Mall is home to over 1,800 retail units and sees 4 million shopping visits a week. The Mall Fund is a specialist property fund managed by Capital & Regional and Aviva Global Investors.
Shopping as it should be
