Land Securities launches Trinity campaign
Published: 22 November, 2011
Social media is at the heart of the launch of the UK’s largest current retail development, Trinity Leeds, which will open in spring 2013
Land Securities has placed social marketing at the heart of its marketing campaign in the run-up to the openeing of Trinity Leeds with the official launch of the Trinity Leeds Facebook page 18 months ahead of the new retail destination opening.
Digital and social media are now at the centre of a targeted marketing campaign designed to bolster awareness of the development within the UK consumer space.
With a wide range of inspiring, collaborative content designed to actively engage with consumers, the Trinity Leeds brand has already become a talking point with key consumer audiences.
At the centre of the Facebook campaign has been the integration of the emblematic Trinity Leeds ‘T’ into online content. Indeed, Trinity Leeds’ sponsorship of Leeds Fashion Show, where the fashion crowd were able to take their photo next to a large sculpture of the Trinity ‘T’ before uploading and sharing content online, is demonstrative of a wider strategy to embed digital into the Trinity Leeds.
Continuing the theme, 2.8 Days Later, a national film project that challenges aspiring filmmakers to write, shoot and finish a film in less than three days, has launched and was solely promoted through Facebook, with content delivered in an imaginative way to generate online conversation through word-of-mouth marketing.
The pioneering initiative was launched in collaboration with Trinity Leeds, the Everyman Cinema and Leeds-based film production company Left Eye Blind. Everyman – a successful brand in London and the south east of the UK - is to launch its first cinema outside of that region at a 20,000 sq ft purpose-built complex with three screens and private screening rooms within Trinity Leeds
Claire Reynolds, marketing manager at Land Securities said: “The overarching focus of our social media campaign is to introduce the Trinity Leeds brand to people across the city, through a series of collaborations with some of the most inspirational projects and events happening in Leeds today and create content which is too exciting not to share..”
