Profile
Highcross is a super-regional shopping centre located in Leicester built on the site of the former Haymarket Centre. Containing over 120 shops, the development boasts department stores such as House of Fraser, Debenhams and John Lewis.
Timing
2007 - 2008
Objective
LMMC's objective lay in managing the public relations and marketing strategy of the centre during a period of transition and redevelopment.
Outcome
Marketing and public relations activity maintained footfall and perceptions of the centre during its latest and largest extension. Doubling the available retail space, the development also launched a multiplex cinema, residential apartments, a bus interchange and additional parking. Under LMMC's careful guidance Highcross expanded to became the largest and most successful shopping centre in the East Midlands.
