The sale and acquisition of retail property by investment teams often leads to the rebrand and relaunch of shopping centres. Working with a consultancy that specialises in destination marketing, I was asked to monitor trade press for any recent purchases of retail sites that would potentially lead to rebranding opportunities.

I discovered that a 40-store unit shopping centre in the north east of England had recently changed hands. Through intensive research I identified the asset manager responsible for the centre. I then approached the prospect and explained my client’s extensive experience in retail property and their capabilities across branding, design, marketing and digital communications. Suitably impressed, the prospect agreed to a meeting.

This initial meeting went well but rebranding of the centre would not take place for several months. My client handed the prospect back to me, I took responsibility for keeping in touch and up to date with the project and, 12 months later, with rebranding now imminent, I booked a second meeting.

My client pitched and won the work, which included a refresh of the centre’s brand identity, a new website and monthly retainer for the marketing of events and social media. In the first year, the project realised a total value of £55K. Repeat business followed, with my client retained to provide marketing support.

This is just one of many contracts I have helped this client to win – having worked together for 10 years, our relationship continues to flourish.