Eurovea
When the banks of the Danube in Bratislava were blessed with Eurovea, a spectacular new city centre square, park and shopping district in 2010, the developer placed great emphasis on creating exquisite marketing.
B2B audiences are the usual target during the construction and
pre-letting phases but the Eurovea's developer, Ballymore Group,
invested heavily in the brand identity from the earliest stages.
That commitment meant pre-opening awareness levels in the key
target consumer groups was higher than 80%.
In preparation for the launch Ballymore sought specialist advice
and MADISONSOHO provided strategic and tactical consultancy for the
launch and marketing advice for the post-opening phase.
Our team there had more than 25 years experience of new-build and
pre-launch marketing, launch and ongoing marketing, as well as
refurbishment marketing.
The consultancy team worked with local service providers,
Eurovea's marketing manager, client in-house teams and other
appointed agencies to provide an effective delivery team with both
international knowledge and extensive understanding of the local
market.
MADISONSOHO helped Ballymore establish Eurovea as Bratislava's
vibrant new city centre destination.
In addition to strategic support, the consultancy provides insight
and preparation for operational marketing issues beyond launch, to
ensure that all campaigns delivered in a trading scheme aid the
retailers in driving awareness, footfall and sales, so they can
reach their trading potential.
Following Eurovea's spectacular launch campaign, effective ongoing
marketing supported and drove the new centre's success beyond the
first opening weeks. A strategic program of planned monthly
activities was successfully implemented.
The Eurovea development demonstrates the enormous opportunities a
major new centre presents.