As one of the few new shopping developments to launch in 2009, SouthGate Bath needed a new campaign to launch the first phase of this prestigious shopping destination. MADISONSOHO created a campaign based around the theme ‘Discover the art of shopping’ and a gold frame ‘device’ was developed, which not only helped create instant brand recognition, but also fitted well with the history and architecture of the city. The new campaign was launched across various media platforms including bus and print, with the campaign also translating well into onsite launch activities and PR.