In October 2015, after a major two-year redevelopment, the doors reopened on Mailbox’s stunning Urban Room and retail mall. With a host of luxury retail names and home to a new concept Harvey Nichols store, the new-look Mailbox was revealed under the creative premise Life Made Beautiful, and a major integrated marketing campaign was rolled-out to re-engage with target audiences and truly position the centre as Birmingham’s premier lifestyle and shopping destination.
Having worked with Mailbox since 2011, Rewired produced and delivered the PR and events strategy to build anticipation for, and support the Mailbox's re-launch.
Rewired's communications activity was proactive and reactive, driving positive awareness of the redevelopment amongst regional and national trade media, and monitoring and responding to the huge levels of interest around the plans. The redevelopment story was carefully targeted to enable a broad range of coverage.
Our creative approach brought the campaign theme 'Life Made Beautiful', and its focus on dance, alive through event activity and a series of 'Beautiful Moments' for visitors, from surprising shoppers with free gifts to picking up the bill at the end of their meal.
The launch week in October 2015 started with a VIP breakfast in the Mailbox's new Urban Room, attended by 200 guests who enjoyed a specially commissioned work from Rosie Kay Dance Company.
Launch weekend saw a programme of Mailbox sessions for visitors, covering everything from male grooming to cocktail making, key hair trends to contemporary art collecting.
A media partnership with Grazia ensured national coverage of the launch, with fashion editor Hannah Almassi attending to chair a special Mailbox session on the 'art of style' with Harvey Nichols.
• 116 pieces of coverage, including broadcast, regarding the re-opening with a circulation of 11,353,865
• Front page of the Birmingham Post and a front page splash and three page feature in the Birmingham Mail on opening day
• 185k Twitter impressions and 14.5k profile visits in October (month of opening and Mailbox sessions weekend), compared to 49.9k Twitter impressions and 3,095 profile visits the previous month
• Of the 185k Twitter impressions in October, 103.4k of these were created over the launch weekend
• There were 223 tweets with #LifeMadeBeautiful included
• The majority of Mailbox Sessions sold out within two days of tickets going live, with one event selling out within four hours
• 100 ‘Beautiful Moments’ delivered to visitors throughout the weekend
• Restaurants and bars reported up to 20% increase on Friday and Saturday trade
• Car park turnover was up 19% year on year over the opening weekend