The next step was to recruit models and set up a series of photoshoots, much of which was done on green screen with various props. The reason for this being, to create an alternate world, unique to Gretna using illustrative backgrounds and additional effects. Art direction was a big part of achieving the right shots, always with the end use in mind.
The results were universally well received and the campaign over the last 12 months has gone from strength to strength, with one customer commenting: “Anybody who has kids knows shopping is not always a priority for them. Gretna, though always feels like fun place to come, more like a family day out than just a shopping trip”. Visitor numbers have increased and awareness is greater than ever, even prompting a TV ad.
Gretna were looking for something to truly identify them, in following the process of generating concepts and image origination rather than retailer focussed creative, which is widely available, we met those needs… plus it’s great fun to work on!
The offering at Gretna Gateway is so varied, we needed a solution which not only reflected this but gave us an identity unlike other centres of this type, something that showed us as a unique shopping destination.
Gretna Gateway Outlet Village