Tapping into the positive community sentiment around Emett Clock.
Nottingham’s intu Victoria Centre underwent a £42million remodelling programme throughout 2014-15. During this time, the city’s iconic Emett Clock was removed from its original 1972 location and transferred to a new site within the centre.
After the initial announcement of the relocation resulted in protests, online petitions, and complaints to the centre, it was essential that its return, after an extensive and much-needed restoration, was managed sensitively.
As intu’s retained agency in Nottingham, Cartwright devised a creative PR campaign that would create a positive buzz around the clock’s return within just six weeks.
Tapping into the positive community sentiment around Emett Clock was central to the PR and communications plan; with local charity When You Wish Upon a Star brought on board and a target of engaging with 200 school children set to bring this strategy to life.
The Butterfly Project was born. Cartwright led the creation of a giant hanging mobile consisting of 4,000 butterflies, hand painted by school pupils, young patients at nearby hospitals, and workshops hosted at the centre and by intu staff.
The mobile gave centre visitors a reason to visit the new clock location and engage with the vital restoration work which was being completed. It also kept Emett Clock front of mind and closely associated with the local community.
• Footfall increased by 8.3% in comparison to the previous six months.
• From the 122 customers surveyed on launch day, 100% were happy to see the clock return and 39% had visited specifically to see its new location.
• Achieved almost double the target number of press clippings.
• Over 90% positive commentary was received through social media.
• Retailers located near to the clock reported sales figures of between a six and 74% increase compared with the previous week.
• Around £5,000 in donations made to When You Wish Upon a Star.
• Shortlisted in the 2016 PRide Awards for Best Low Budget Campaign
Kath Scott, marketing communications co-ordinator at intu in Nottingham, said: “Cartwright enabled us to execute a very successful campaign in relaunching the Emett Clock. Their creative ideas and PR skill turned a potential PR crisis into a positive story that exceeded our targets and built a PR legacy for the centre that continues to deliver positive media coverage.”