Metrocentre was undergoing its biggest transformation in over 20 years. Work had recently been completed on a whole new section, the Red Mall, then with other connecting malls now looking a little tired by comparison, they too were getting a major overhaul, the exterior was also going to change. Our task was to get the message of change and improvement across, and to reassure and inform customers of what was happening and why.
Our solution was simple; a portmanteau of two words, Metrocentre and metamorphosis - ‘Metromorphosis’
was born. The campaign was a stylish, contemporary approach giving Metrocentre an extra fashion-based edge. ‘Metrocentre just keeps getting better’ was the supporting line, which spelled out the centre’s ambition perfectly.