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Azure launches 'premium experiential' at Bluewater
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Consumer marketing specialist iblink and Bluewater, Europe’s leading retail and leisure destination, have launched Azure, a new experiential marketing opportunity which they are confident will “turn the world of interactive consumer marketing in shopping malls on its head”.

Azure’s initial offering centres on Bluewater. The package will permit brands to interact with the public on a scale never seen before in shopping malls, allowing them to break free of the constraints usually imposed to deliver immersive brand experiences.

Azure’s Bluewater site combines the lease of an entrance hall space, over 2,700 square feet, with an integrated media menu including “premium experiential” activity, static and digital media and proximity marketing.

Brands signing up can take advantage of advertising sites on the approach, VIP car parking space for outdoor activities, a host of non-traditional branding opportunities within Bluewater, a significantly larger indoor space for brand activity in a high-footfall area, digital proximity marketing and, importantly, roaming sampling – allowing brands to take their message to shoppers around the centre.

iblink founder Alex Johns says: “Azure provides brands with a unique opportunity to do things differently in outdoor, experiential and digital marketing in the largest retail & leisure destination in Europe. We have worked hard with Bluewater to develop something unique that will allow brands to break the shackles of traditional experiential marketing.

“Access for brands to so many parts of the centre has never been allowed before and therefore offers an advantage over traditional promotional rules within Bluewater, to allow brands to get the most out of their marketing activity.”

As well as offering brands the opportunity to have a marketing presence for a month or more at a preferential rates, Azure simplifies the branding process, with one point of contact handling everything from space-booking to concept, design and build, and delivery of the experiential activity, using iblink’s network of approved suppliers.

An example of the non-traditional branding points available within the Azure package is the large sails hanging from the centre’s ceilings. Designed to naturally ventilate the centre, the sails can now be branded to create animation and movement and draw attention to brand activity.

Johns adds: “Whether it’s creating a real beach that starts in the car park and flows into the centre, or an interactive experience showcasing a brand’s latest technology on an unprecedented scale, through Azure brands can really allow their imaginations to run wild.

“Brand owners we’ve already spoken to about Azure have given extremely positive feedback and we anticipate demand will be high now that the package has launched, so watch this space…”

Ross McCall, commercialisation manager at Bluewater, says: “We are very excited about the opportunities Azure will present to brands wishing to do something out of the ordinary. Bluewater is much more than just a retail destination, it’s an experience and we are looking forward to seeing brands increasingly becoming an integral part of that offering through Azure.”

The Azure package is available to brands for a minimum period of one month. For more information visit www.imagineazure.com or contact Kate Hornby on 020 7401 0479.


September 4, 2008
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