Here for life: evolving intu’s consumer branding

Trevor Pereira, intu’s commercial director tells us more about intu’s new creative proposition.

From having a deep understanding of consumer needs, to ensuring every visitor encounter is a joyful one, the brand reflects intu’s dedication to helping customers flourish and visitors smile. Through econometric modelling, we know how our media performs, what times of the year our media works best for us and which channels drive the highest footfall per pound.

With a baseline footfall that strips out seasonality and weather we can go down to a granular level of detail. We are prioritising media investment going forward as we know it works hard for us. Because the intu brand is now widely recognised, the insight we have gained means we really understand our 35 million annual visitors and the role that intu plays in their lives. So, we constantly adapt the experience that they have in our centres from events to the service they receive from our dedicated employees who have one mission – to make that experience a joyful one.

Our new creative proposition captures that understanding under the strapline ‘Here for life’. It’s our promise that when you’re visiting intu for whatever reason, we’ll make it a little more joyful. The visual assets are bold, colourful authentic photography and fun illustrations that reflect real, joyful moments from the lives of intu visitors. Deepening people’s recognition and understanding of the intu brand helps move them through the purchase funnel. The entire concept is designed to deepen the emotional connection people have with intu, driving consideration and advocacy and ultimately footfall and dwell time for the benefit of our brand customers.

‘Here for life’ campaigns are being rolled out across intu and will be fully launched for Christmas 2019. Since its launch in 2013, our brand metrics for awareness to advocacy, net promoter score to mystery shopper results have grown – outstripping other shopping centre brands and companies.

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