Profile
Birmingham's leading retail spot and one of the UK’s most successful shopping destinations, the Bullring is the beating heart of the UK’s second largest city.
Timing
2002 - 2008
Objective
LMMC undertook pre-launch consumer research, brand planning and oversaw strategic marketing development. Following the launch, LMMC was tasked with repositioning the development and reaching a more affluent customer subset.
Outcome
Bullring triumphed on all counts – our pre-launch work helped attract 280,000 people, 1 million in the first four days, 10million in the first three months and 35million in the first year. The subsequent repositioning enabled Bullring to reach a broader, more affluent demographic from outside Birmingham.