Intu launches first nationwide TV campaign

Shopping centre operator Intu, which manages the Trafford Centre, Lakeside and the Manchester Andale centre, has launched its first fully integrated, through-the-line campaign, spearheaded by its first nationwide TV commercial.

The festive TV ad will be aired across digital platforms and tailored for regional TV networks around the UK, as it asks shoppers to ‘come and play’ this festive season at one of its shopping centres.

The campaign, developed by Frame and directed by Johnny Maginn from MTP, has been developed using Intu’s customer insight programme and the aim of the heart-warming creative is to tap into the inner child and showcase Intu’s role in its shoppers lives during the festive season.

Trevor Pereira, commercial and digital director of Intu, said: “This is our very first national campaign as Intu, and we wanted to show just how intrinsic our centres are to the lives of our customers during this important time of year.

“Intu is the only shopping centre owner with a portfolio that spans the country underpinned by a national consumer-facing brand. That means that we’re uniquely positioned to showcase our strengths on a UK scale. We’re bringing to life the Intu difference for shoppers, whilst encouraging footfall and increased dwell time to help our retailers, restaurateurs and leisure operators to flourish.”

The campaign will be supported with social media, online competitions and in-centre events.