Eurovea – Eureka
The opening of Eurovea on the banks of the river Danube provided Bratislava with a new city centre district, new city square as well as a spectacular new riverfront promenade and park. Kirsty Crawford here examines the role of effective marketing at this destination that undoubtedly contributed to a scheme which was 99.5% pre-let, opened to high acclaim and trades exceptionally well - currently recording footfall in excess of 200,000 weekly.
This year's opening of Eurovea on the
banks of the river Danube provided Bratislava with a new city
centre district, new city square as well as a spectacular new
riverfront promenade and park. The scheme which was 99.5% pre-let,
opened to high acclaim and trades exceptionally well - currently
recording footfall in excess of 200,000 weekly.
From the early stages of the development
of Bratislava's exciting new destination for retail, leisure,
living and work, the developer Ballymore Group placed great
emphasis on marketing.
Whilst B2B audiences are normally the
prime target in the construction and pre-letting phases, Ballymore
Group's investment in and commitment to the Eurovea brand name and
identity meant that pre-opening awareness levels in the key target
consumer groups was higher than 80%.
Ballymore Group sought specialist advice
in preparation of the launch of the scheme and the early stages of
trading. MadisonSoho, working as preferred supplier to the DTZ
Management team, provided strategic and tactical consultancy for
the launch and marketing advice for the post-opening phase. The
strategic marketing team has more than 25 years experience of
new-build and pre-launch marketing, launch and ongoing marketing,
as well as refurbishment marketing.
The consultancy worked with local service
providers, Eurovea's marketing manager, client in-house teams, and
other appointed agencies to provide an effective delivery team that
had both international knowledge and extensive understanding of the
local market.
Combining solid strategic marketing
knowledge with DTZ's specialist retail property set-up and launch
expertise, MadisonSoho was able to help Ballymore establish Eurovea
as the new vibrant city destination in Bratislava.
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 monthly activities is ongoing.
The Eurovea development demonstrates the enormous opportunities
a major new centre presents. Bratislava's latest destination not
only continues to grow in popularity for retail and leisure, but is
also now a venue of significant interest to commercial
partners.