Manor Walks..

Marketing support and campaign development.

The Who.

Manor Walks is the shopping centre destination in Cramlington, Northumberland. It has a wide range of retail tenants, plus a choice of restaurants, coffee shops, and a large multi-screen cinema. It attracts customers from its large local population plus people from smaller towns and villages in its wider catchment area.

The Why.

Though a fairly busy destination, there is always room for improvement, by widening appeal and reach, or increasing visits, dwell time and spend. They came to Hedley McEwan primarily because of our vast experience handling and marketing Shopping Centre’s on a national basis. From centres as far afield as Glasgow, Uxbridge near London, to Manchester to Nottingham, and locally the two big ones, Metrocentre in Gateshead and Eldon Square in Newcastle city centre.

The Solution.

We felt that there was a disconnect between the brand and the centre itself. Previous work failed to grasp the essence of the place and engage at an emotive level with Manor Walks audience. The brand features little hearts, to represent being at the heart of the community. We simply connected the messaging narrative and brand collateral to this central theme. Using an energetic ‘human’ handwritten font and friendly, personal messages, and the sign-off ‘Yours truly, Manor Walks,’ really brought the two together.

The Outcome.

Engaging, attractive collateral resulted, with a really warm, friendly personality and dialogue with the public. High days and holidays such as Christmas were given a new lease of life and energy. People fell back in love with their local shopping destination.

Hedley McEwan brought with them huge experience working with other, often larger centres, they really helped us punch above our weight.

Victoria Malloy, Marketing and Tenant Engagement Officer