We enjoyed a long-lasting relationship with intu in the East Midlands. One of the team’s favourite projects was the launch of VIBs or Very Important Bloggers.

  • 25

    in attendance

  • 215,000



Engaging with local bloggers and influencers plays an important part in intu Victoria Centre’s PR and marketing strategy, so we worked with the team to introduce a series of ‘VIB – Very Important Bloggers’ events.

The Christmas event was aimed at not only creating a buzz online, but also to start building important relationships between the centre and local influencers moving forwards.


We utilised our extensive network of East Midlands bloggers and compiled a guest list of some of the region’s top influencers to attend the event – asking in return that they posted about their attendance on their own channels using the #intunottsbloggers hashtag.

Guests were invited to sample festive foodie treats and cocktails provided by two of the centre’s eateries, as well as being able to create their very own personalised Christmas jumper and try intu’s brand new festive virtual reality experience too.


 The festive blogger event was run as part of a series of ‘VIB’ events at intu Victoria Centre and recorded the best attendance with, 25 guests on the night. Social media activity reached more than 100,000 people during the 24-hour period surrounding the event.

Posts using the hashtag generated more than 215,000 impressions on Twitter and Instagram. More than 72 generated posts from 35 individual users were achieved – more than the number of attendees at the event

“Our intu Victoria Centre Christmas bloggers event was a complete hit. The atmosphere at the event was really lovely.”

Claire Culley | digital marketing coordinator at intu

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